Analysis of the branding of Twitter and the implications of Twitter rebranding to X

Abstract

This thesis examines the rebranding of Twitter to "X" and its impact on user perception, engagement, and brand equity. Rebranding poses inherent risks, particularly for established brands like Twitter that have a long-standing global presence and are deeply ingrained in public consciousness. By analyzing the data collected from a survey, the thesis provides a comprehensive understanding of the challenges and opportunities associated with rebranding iconic, household-name brand like Twitter. Twitter's rebranding to "X" has sparked a wide range of reactions from its users. The survey data collected from various demographics shows a mixed reaction towards the rebranding efforts, as well as users' likeliness to recommend the platform after the rebranding has been impacted.