Wow! That’s as broad a question as you could ask and I can only answer it at a very high-level. List your company’s stakeholders (a horrible word I know but despite trying hard, I haven’t found a suitable alternative). These would typically include: Customers (current and potential), employees (current and potential), investors and other influencers like media and analysts. There may be others for your specific case.
Your research must have two broad goals:
- Discover what they feel about your current corporate brand.
- Test what they feel about the change you are proposing.