For my final major project at University, I was asked to write a critical study on a topic of my choice. With a keen interest in brand identity, I chose to conduct my study on rebranding and how necessary rebrands are for corporate organisations. During this study, I investigated 3 major organisations; Apple, American Airlines and Pepsi in a form of 3 case studies. I then compiled all of my evidence, designed a book to reflect the topic and had it professionally printed.