The Influence of Rebranding on Brand Value Within Cosmetic Industry Sector: Mediating Role of Value Engineering

Abstract

Introduction: Rebranding became a marketing strategy for many organizations now. Cosmetics organizations are adopting rebranding strategy in order to increase the reach for their products. Objective: The current study aims to examine the mediating influence of value engineering on the relationship between rebranding and brand value.   Method: The quantitative approach was employed, and a questionnaire was answered by a sample of (203) marketing managers within cosmetic manufacturing organizations in Jordan. SPSS/AMOS were employed in order to screen and analyze gathered data.   Results: Results of the study indicated the acceptance of the main hypothesis, arguing that value engineering mediates the relationship between rebranding and brand value. The significance of the study lies in the fact that a more efficient product development process that results from value engineering can lead to significant cost savings, which in turn can positively affect the brand's financial performance.   Conclusion: Rebranding increased efficiency and improved performance metrics, such as return on investment, return on assets, and net income, which can enhance the brand's value and give it a competitive edge. The study recommended increasing managers' awareness of value engineering, as they tended to connect the concept of value engineering with the construction sector only.