More intense competition has meant that companies have to take new measures to cope on the modern market. Therefore, many companies choose to change their brand in some way. This is called rebranding and is however a risky process. To reduce the risk companies can hire external parties in form of design agencies. The purpose of this study is to investigate which factors that are required to achieve a successful rebranding, when carried out in collaboration with an external agency. The study will do so by asking the question "What are the success factors of a rebranding when carried out in collaboration with an external agency?". To do so the researchers assumed a qualitative case study where semi-­structured interviews have been implemented. The empirical data gathered was then analyzed using theories covering the areas of rebranding, internal marketing, and previous research on the cooperation between agency and company.

The conclusions of this study shows that one success factor is found in the fact that agencies has greater experience of rebranding, compared to most companies. Another success factor is the outside perspective agencies add, which enables the companies to see new aspects of their brand. Companies should involve employees in the process to the point of collecting their opinions before the work begins, but the study shows that there should only be a few people involved in the actual rebranding process to achieve good results. The best result is  achieved when all final decisions are made by the company, the agency should only come up with guidelines and suggestions.