Exploring the Emotional and Cognitive Reactions of Students to the Arab Open University’s Logo Rebranding

Rebranding is a strategy to renew or refresh an organizational identity to gain relevance and attractiveness. The AOU recently developed a new logo to symbolize modernization for its diverse population of students, but rebranding can elicit wide-ranging emotional and cognitive responses for stakeholders. This paper focuses on the emotional and cognitive response of Kuwait Open University students towards the logo rebranding of AOU, hence helping in understanding its effect on student perception. A qualitative approach was adopted using an interpretivist philosophy and a phenomenological strategy. Data were collected through focus groups of 18 students who were selected using purposive sampling. Thematic analysis was employed to identify patterns in the responses of the participants. Mixed feeling was seen regarding the rebranding; many said the new design is modern, but many said it lacks the cultural resonance of the old and the identity of being a traditional logo. Participants focus on enhancing transparent communication and transitional process. The study gives insights into successful rebranding with cultural alignment and transparent communication. Future efforts should consider involving more stakeholders as well as take on board more diversified groups in providing feedback toward the rebranding to help the rebranding resonate with its intended audience more effectively.