Abstract:

To cope with increasing competition, adopting the concept of marketing in running a library has become essential for the purpose of satisfying library users’ needs and wants. Similar to other organization, branding strategy can differentiate and position products/services in the mind of stakeholders.  Conversely, one of the main objectives of corporate rebranding is to reposition the image and value of the organization. Therefore, effective initiatives of rebranding which may include initiatives i.e. the creation or development of a new symbol, design, name, term or a combination of them as to position (Borges & Branca, 2010) may also improve the value of a library. The purpose of this paper is to discuss the concept of rebranding and its impact on stakeholders’ behavior and satisfaction. Rebranding concepts and its purposes will be highlighted within the context of a public library. The paper will also propose a research conceptual framework of a potential research which the main objectives is to assess the impact of corporate rebranding on Malaysian public library users’ behavior and satisfaction. The actual investigation will adopt a mixed-methodological orientation; qualitative and quantitative research approaches. Semi-structured interviews with the library personnel will be conducted as a one of the data collection methods to explore the rebranding strategy of the library. On the other hand questionnaire will be designed to assess the impact of rebranding strategies on library users’ behavior and satisfaction. The focus of the discussion will emphasize the scenario in one of the Malaysia public libraries.