Effectiveness of Rebranding on Organizational Performance. a Case Study of African Sun (Pvt) Limited.

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1.0 Introduction

This chapter focuses on the elements relevant to the organisation that were surveyed and the objectives of the research, encompassing also assumptions, delimitations and the purpose of the study.

1.1 Background to study
African Sun formally Zimbabwe Sun Limited was co-founded in 1968 as part of Delta Corporation. The Company was known as the “ZimSun Leisure Group” hence, the brand name ZimSun Leisure, which reflected the groups’ core activities in the leisure industry. To date, African Sun has grown into a holding company with twelve (12) strategic business units, under its banner is ZimSun Leisure Limited now known as African Sun Zimbabwe (Pvt) Limited. This is the largest
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This attracted and increased investor confidence increasing the groups’ market capitalization from US $11 million to US $ 150 million between January and December 2007(Zimbabwe Independent newspaper 15 – 21May 2008). Thus, the expansion drive had clearly taken off to sustain the leisure group during a time when its local markets were underperforming. Inevitably, new organizational structures and appointments began to surface locally and regionally, this marked the beginning of a new business focus, though not abandoning local markets.

Hence, in 2008, Zimsun Leisure changed its name and logo, rebranding itself to be known as African Sun Limited (ASUN), a brand name which in the previous years had spearheaded regional expansions. African Sun seeks to differentiate itself through a new slogan also that is, “Experience, Explore, Enjoy.”

The name change was formally endorsed by shareholders, African Suns’ board of directors at their annual general meeting on February 29, 2008. The new name and logo are intended to encompass not only the values and heritage of the company and where it originated, but also to create Pan African awareness without being country specific. Media reports locally have heralded the success to date of this new brand hence; the aim of this research is to assess the effectiveness of rebranding on organizational

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