Abstract

This paper seeks to create an epistemologically grounded understanding of the causes and process of corporate
rebranding via the lens of the theory of evolution by natural selection. A review of the factors that trigger
corporate rebranding, as reported in academic literature, is made. Following the review, a case is made for the
absence of an epistemologically grounded understanding of why firms rebrand. Consequently, the theory of
evolution by natural selection is brought forward as a platform for the development of a new model that
explicates the causes and process of corporate rebranding. A new model anchored on the theory of evolution by
natural selection, and a new definition of corporate rebranding is advanced. Essentially, the model offers
epistemologically grounded reasons for ascendancy of corporate rebranding in the environment. This is a
conceptual paper – meaning that the model suggested in this study is yet to be subjected to a serious empirical
exercise. The review of literature indicates the absence of an epistemologically grounded understanding of the
causes and process of corporate rebranding in the business environment. The pursuit of this exercise therefore
makes this work original, unique and valuable.

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