Abstract
Visual identity redesign is important for brands as it ensures companies can adapt to the operating environment and reposition themselves in the market. Additionally, when structural reforms occur in companies such as mergers and acquisitions, rebranding is deemed appropriate to create a new identity that meets the needs of the customers. However, visual identity redesign may lead to negative outcomes where a loss of customer-based brand equity is reported. The aim of this research was to investigate the impact of visual identity redesign on consumer perceptions and brand loyalty. Data was collected through a secondary research method where seven journal articles were evaluated through a thematic analysis process. The generated findings revealed that visual identity redesign positively impacted consumer perception and brand loyalty, especially for companies that were less known. However, a negative impact of visual identity redesign on consumer perception and brand loyalty was further reported for well-established brands. Findings also showed that visual identity redesign was important in enhancing the financial performance of brands by mediating consumer perceptions and brand loyalty. As such, brand managers ought to carefully weigh the decision to rebrand due to its significant impact on consumer-based brand equity.