La imagen importa entre la Gen Z: Creatividad y eficacia en el rebranding de la radiotelevisión pública catalana

Purpose: To evaluate the effectiveness of the rebranding of the Catalan public broadcasting corporation following the change of identity from TV3 and Catalunya Ràdio to 3Cat, focusing on the perception of values, brand associations and increased content consumption among young people and young-adults, aged 18 to 34. Methodology: A quantitative study was conducted using a sample of 348 young people residing in Catalonia, collected during the first quarter of 2025, to analyse attributes, associations and assessment of the new graphic design. Results and conclusions: The results indicate that the rebranding has reinforced the brand’s image of proximity, modernity and linguistic commitment to Catalan and increased consumption among young people who already watched TV3. However, the coincidence with the launch of the on-demand platform makes it difficult to isolate the exclusive impact of the change in visual identity. Original contribution: This study provides empirical evidence on the role of redesigning the visual identity of a public media outlet in connecting with young audiences in a fragmented media environment, offering valuable insights for branding strategy in public media.