Abstract: The traditional shopping mall experience has been in decline in recent years due to the growing dominance of online retail. This research explores the relationship between a mall’s identity and branding, focusing on how revitalizing the image of a declining shopping mall impacts both past and present consumers. An initial survey was conducted to examine current shopping habits and gather specific insights about the mall in question. Findings revealed that consumers perceive malls as lacking local shopping options and that existing mall advertising fails to effectively attract customers. These results emphasize the need for a retail environment that prioritizes local vendors and implements a cohesive branding strategy that reinforces the mall’s identity and mission. To address these challenges, we proposed a rebranding of Primm Mall introducing a vibrant, prism-inspired visual identity, including a color-coded wayfinding system, updated logotype, and a focused mission statement. Marketing concepts included promoting local businesses and artists, as well as having strong and colorful advertisements. A follow-up survey was made to gather insight of the rebrand concept. The survey showed a significant shift in perception, with most participants reporting a more positive impression of the mall and expressing interest in visiting a space that featured local businesses. Ultimately, this study highlights the importance of distinctive, engaging branding for shopping malls and underpins the necessity of offering added incentives to compete with the convenience of online shopping. Malls can implement this by adopting innovative marketing strategies centered on social media and refreshing outdated identities through strategic redesigns.

Research Objective: This research explores how rebranding can revitalize struggling malls by integrating local businesses, restaurants, and artists as key elements of consumer branding strategies and retail revitalization. 

Research Question and Hypothesis: The main research question at hand our group wanted to find out is, “How can a new branding experience that combines a refreshed identity and locally focused in-person shopping make physical retail spaces more engaging and valuable for shoppers?” We propose the following hypothesis: “It is hypothesized that shoppers and consumers will be more enticed to shop at shopping malls if the branding framework is restructured to make physical shopping centers more exciting in every aspect.” 

Methodology: This study employed a mixed-methods approach to gather both quantitative and qualitative insights into consumer shopping behaviors and perceptions of mall experiences. A structured survey was distributed to a diverse sample of participants, capturing data on shopping preferences, advertising effectiveness, and factors influencing mall engagement. The survey included multiple-choice questions, Likert scale ratings, and open-ended responses to allow for a comprehensive analysis. Data was then categorized and analyzed to identify key trends and correlations, informing our evaluation of consumer attitudes toward shopping malls and the potential strategies for revitalizing these spaces. This study began with a survey of 87 participants (ages 18–30) to explore shopping habits and experiences, particularly related to Primm Mall. Results revealed that 63% prefer a hybrid of online and in-person shopping, valuing physical product interaction and the social aspect of mall visits. Most respondents found mall advertisements largely ineffective and rarely noticed. Key elements missing in malls included local businesses, grocery stores, gyms, and banks. Respondents also preferred a mix of local and brand-name stores. Experience with Primm Mall was mostly neutral, with low awareness due to minimal advertising—highlighting a gap in its marketing efforts.