Rebranding UPLB: Assessing the Effects of the Unified Visual Identity Among UPLB Products

Date

5-2024

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Renen Szilardo C. De Guzman

Committee Member

Emil John C. Cabrera, Remund Jordan D. Labios, Melodee Marciana E. De Castro

Abstract

The study evaluates the effects of the UPLB Technology Transfer and Business Development Office's (TTBDO) rebranding initiative to unify the packaging of existing UPLB products under a unified visual identity. Through a comprehensive evaluation, the researcher sought to understand how this rebranding effort affected the brand equity of UPLB across four dimensions, its brand personality, and respondent’s purchase intent.

To achieve this, the researcher employed a mixed research design integrating both quantitative and qualitative methodologies. Quantitative data was collected through surveys utilizing Likert scales to gauge respondent agreement with structured statements surrounding the rebranded products. Meanwhile, qualitative insights were captured through open-ended questions, allowing for a deeper understanding of consumer responses and perceptions.

The study primarily focused on individuals who attended the inaugural launch event or visited the UPLB Technology Hub and One-Stop Shop (THOSS), where the rebranded products were showcased. Through purposive random sampling, 171 participants were selected, primarily comprising female young adults, with a monthly income below a P10,957. Only a few had no connections to UP, while the majority resided in Los Baños, close to the study areas.

Overall analysis showed a positive reception towards the rebranding initiative, with consumers perceiving enhanced product quality and brand distinctiveness. The consistent application of branding elements played a vital role in reinforcing brand identity, fostering consumer trust, and encouraging brand loyalty. However, concerns regarding affordability arose due to the paradox brought about by the premium appeal of the packaging, emphasizing the importance of balancing product improvements with pricing strategies to address consumer needs.

Furthermore, in term of brand personality, the unified branding embodied traits of femininity, inspiration, and warmth, aligning well with the Creator and the Caregiver archetypes. Notably, the persona of Maria Makiling emerged as a symbolic representation of the university's identity, resonating with consumers and reinforcing the values and objectives of the institution.

Based on these findings, the study proposes several recommendations for the University of the Philippines to maximize the impact of its rebranding efforts. These include embracing the rebranding initiative holistically, ensuring consistent communication across all channels, providing branding trainings to stakeholders, increasing product visibility within the university premises, and embodying the persona of Maria Makiling to strengthen brand identity.

Going forward, the study suggests avenues for future research, including periodic brand health tracking, exploring perspectives from institutional partners, conducting in- depth case studies for individual products, and quantifying brand value through valuation methods. These initiatives offer opportunities for continuous improvement and optimization of branding strategies to sustain and enhance UPLB's brand equity in the long term.

Language

English

LC Subject

Trademarks, Manufactures - UPLB

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2024 M17 C67

Notes

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Document Type

Thesis

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