REBRANDING STRATEGIES AND MARKET RESPONSE: A CASE STUDY OF LOCAL STARTUPS
DOI:
https://doi.org/10.31539/t6xn9r90Keywords:
Rebranding, Market Response, Local StartupsAbstract
Rebranding has become an essential strategy for education technology startups, particularly in highly competitive local markets where differentiation and credibility are crucial. The rapid growth of digital learning platforms, the integration of generative artificial intelligence, and the increasing demand for personalized learning experiences have pushed many startups to reposition their brand identities. Although rebranding is widely practiced, scholarly evidence on its market effects remains scattered, requiring systematic synthesis to inform both theory and practice.This review brings together recent studies published between 2020 and 2025 to analyze rebranding strategies employed by local EdTech startups and the corresponding market responses. It explores how branding adjustments influence adoption, trust, user engagement, and institutional acceptance. The analysis reveals that startups frequently rebrand to communicate innovation, enhance cultural relevance, and build legitimacy in education ecosystems where trust is a critical factor for success.The synthesis indicates that effective rebranding often leads to positive market outcomes such as higher adoption rates, improved customer retention, and strengthened stakeholder confidence. However, cases of user confusion, skepticism, and negative sentiment highlight the risks of poorly executed or inauthentic rebranding.
References
[1] Ho-dac, L. M., & Mulder-Nijkamp, M. (2025). Brands in Transition: Balancing Brand Differentiation and Standardization in Sustainable Packaging. Sustainability, 17(6), 2381. https://doi.org/10.3390/su17062381
[2] Dai, T., Li, J., Aktürk, G., & Jiao, J. (2022). The Overlooked Contribution of National Heritage Designation in City Branding and Tourism Management. Sustainability, 14(14), 8322. https://doi.org/10.3390/su14148322
[3] Veseli, A., Hasanaj, P., & Bajraktari, A. (2025). Perceptions of Organizational Change Readiness for Sustainable Digital Transformation: Insights from Learning Management System Projects in Higher Education Institutions. Sustainability, 17(2), 619. https://doi.org/10.3390/su17020619
[4] Mena-Guacas, A. F., López-Catalán, L., Bernal-Bravo, C., & Ballesteros-Regaña, C. (2025). Educational Transformation Through Emerging Technologies: Critical Review of Scientific Impact on Learning. Education Sciences, 15(3), 368. https://doi.org/10.3390/educsci15030368
[5] Theocharis, D., &Tsekouropoulos, G. (2025). Sustainable Consumption and Branding for Gen Z: How Brand Dimensions Influence Consumer Behavior and Adoption of Newly Launched Technological Products. Sustainability, 17(9), 4124. https://doi.org/10.3390/su17094124
[6] Tian, G., Huang, X., & Zou, Y. (2024). Silence vs. Catering: Carbon Information Disclosure Strategies and High-Quality Corporate Development. Sustainability, 16(19), 8448. https://doi.org/10.3390/su16198448
[7] Hao, X., Ma, C., Wu, M., Yang, L., & Liu, Y. (2025). Promoting Parental Loyalty Through Social Responsibility: The Role of Brand Trust and Perceived Value in Chinese Kindergartens. Behavioral Sciences, 15(2), 115. https://doi.org/10.3390/bs15020115
[8] Rzemieniak, M., & Wawer, M. (2021). Employer Branding in the Context of the Company’s Sustainable Development Strategy from the Perspective of Gender Diversity of Generation Z. Sustainability, 13(2), 828. https://doi.org/10.3390/su13020828
[9] Chishty, S. K., Sayari, S., Mohamed, A. H., Inkesar, A., Mallick, M. F., & Khan, N. (2025). Determinants of SME Internationalisation: An Empirical Assessment of Born Global Firms. Journal of Risk and Financial Management, 18(4), 199. https://doi.org/10.3390/jrfm18040199
[10] Hokmabadi, H., Rezvani, S. M. H. S., & de Matos, C. A. (2024). Business Resilience for Small and Medium Enterprises and Startups by Digital Transformation and the Role of Marketing Capabilities—A Systematic Review. Systems, 12(6), 220. https://doi.org/10.3390/systems12060220
[11] Farida, I., & Setiawan, D. (2022). Business Strategies and Competitive Advantage: The Role of Performance and Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 163. https://doi.org/10.3390/joitmc8030163
[12] Martins de Souza, A., Puglieri, F. N., & de Francisco, A. C. (2024). Competitive Advantages of Sustainable Startups: Systematic Literature Review and Future Research Directions. Sustainability, 16(17), 7665. https://doi.org/10.3390/su16177665
[13] Vărzaru, A. A., &Bocean, C. G. (2024). Digital Transformation and Innovation: The Influence of Digital Technologies on Turnover from Innovation Activities and Types of Innovation. Systems, 12(9), 359. https://doi.org/10.3390/systems12090359
[14] Pham Xuan, R., & Håkansson Lindqvist, M. (2025). Exploring Sustainable Development Goals and Curriculum Adoption: A Scoping Review from 2020–2025. Societies, 15(8), 212. https://doi.org/10.3390/soc15080212
[15] Elshaer, I. A., Azazz, A. M. S., Fayyad, S., Aljoghaiman, A., Fathy, E. A., & Fouad, A. M. (2025). From Asymmetry to Satisfaction: The Dynamic Role of Perceived Value and Trust to Boost Customer Satisfaction in the Tourism Industry. Tourism and Hospitality, 6(2), 68. https://doi.org/10.3390/tourhosp6020068
[16] Li, W., Zhou, Y., Luo, S., & Dong, Y. (2022). Design Factors to Improve the Consistency and Sustainable User Experience of Responsive Interface Design. Sustainability, 14(15), 9131. https://doi.org/10.3390/su14159131
[17] Adawiyah, S. R., Purwandari, B., Eitiveni, I., &Purwaningsih, E. H. (2024). The Influence of AI and AR Technology in Personalized Recommendations on Customer Usage Intention: A Case Study of Cosmetic Products on Shopee. Applied Sciences, 14(13), 5786. https://doi.org/10.3390/app14135786
[18] Repplinger, N., & Budke, A. (2025). Pupils’ Strategies for Using Multilingualism in Geography Lessons: Successful Learning with Multimedia and Multilingual Media Offerings in Geography Lessons. Education Sciences, 15(2), 216. https://doi.org/10.3390/educsci15020216
[19] Al-Thani, G. (2025). Beyond Consultation: Rethinking Stakeholder Engagement in Qatar’s Public Education Policymaking. Education Sciences, 15(6), 769. https://doi.org/10.3390/educsci15060769
[20] Xu, Z., & Pang, N. S.-K. (2024). Promoting Teachers’ Organizational Commitment: The Effects of Authentic Leadership, Teachers’ Well-Being and Social–Emotional Competence. Behavioral Sciences, 14(10), 862. https://doi.org/10.3390/bs14100862
[21] O’Sullivan, H., Polkinghorne, M., Chapleo, C., & Cownie, F. (2024). Contemporary Branding Strategies for Higher Education. Encyclopedia, 4(3), 1292-1311. https://doi.org/10.3390/encyclopedia4030085
[22] Williamson, S. M., &Prybutok, V. (2024). The Era of Artificial Intelligence Deception: Unraveling the Complexities of False Realities and Emerging Threats of Misinformation. Information, 15(6), 299. https://doi.org/10.3390/info15060299
[23] Theodorakopoulos, L., Theodoropoulou, A., &Klavdianos, C. (2025). Interactive Viral Marketing Through Big Data Analytics, Influencer Networks, AI Integration, and Ethical Dimensions. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 115. https://doi.org/10.3390/jtaer20020115
[24] Maresova, P., Hruska, J., & Kuca, K. (2020). Social Media University Branding. Education Sciences, 10(3), 74. https://doi.org/10.3390/educsci10030074
[25] Stoica, I. S., Kavaratzis, M., Schwabenland, C., & Haag, M. (2022). Place Brand Co-Creation through Storytelling: Benefits, Risks and Preconditions. Tourism and Hospitality, 3(1), 15-30. https://doi.org/10.3390/tourhosp3010002
[26] Gräßler, I., Oleff, C., & Preuß, D. (2022). Proactive Management of Requirement Changes in the Development of Complex Technical Systems. Applied Sciences, 12(4), 1874. https://doi.org/10.3390/app12041874
[27] Enes, Y. d. S. O., Demo, G., Porto, R. B., &Zulato, T. S. (2024). What Is Next for Consumer-Based Brand Equity in Digital Brands? Research Itineraries and New Challenges. Sustainability, 16(13), 5412. https://doi.org/10.3390/su16135412
[28] Li, Y., Zou, C., Huang, Y., & Wan, A. (2025). Environmental Regulation, Green Innovation, and Corporate Brand Value. Sustainability, 17(8), 3445. https://doi.org/10.3390/su17083445
[29] Ianenko, M. B., Ianenko, M. E., & Shevchuk, E. V. (2023). Innovative Promotion Technologies: Brand Management in the Digital Environment. Platforms, 1(1), 18-25. https://doi.org/10.3390/platforms1010003
[30] Galli, T., Chiclana, F., & Siewe, F. (2021). Quality Properties of Execution Tracing, an Empirical Study. Applied System Innovation, 4(1), 20. https://doi.org/10.3390/asi4010020
[31] Lee, Y. Y., Koo, W. L., Tan, Y. F., Seet, V., Subramaniam, M., Ang, S., & Tang, C. (2022). A Mixed-Methods Outcomes Evaluation Protocol for a Co-Produced Psychoeducation Workshop Series on Recovery from Psychosis. International Journal of Environmental Research and Public Health, 19(23), 15464. https://doi.org/10.3390/ijerph192315464
[32] Hurducas, F., Csesznek, C., &Mosoiu, D. (2025). The Experience of Transition from Hospital to Community Care of Patients with Advanced Cancer: A Qualitative Narrative Review of Patients’, Families’ and Healthcare Professionals’ Perspectives. Social Sciences, 14(5), 287. https://doi.org/10.3390/socsci14050287
[33] Hommerová, D., Šrédl, K., &Dbalá, K. (2020). Analysis of the Awareness and Popularity of the Brand of a Selected Education and Research Library in the Czech Republic: A Case Study. Information, 11(8), 373. https://doi.org/10.3390/info11080373
[34] Gkrimpizi, T., Peristeras, V., &Magnisalis, I. (2023). Classification of Barriers to Digital Transformation in Higher Education Institutions: Systematic Literature Review. Education Sciences, 13(7), 746. https://doi.org/10.3390/educsci13070746
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Putu Saroyini, M. Joni M. Joni, Fitria Fitria, Eko Wahyu Widayat, Klemens Mere
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
