Title: CORPORATE REBRANDING: ISSUES AND IMPLICATIONS
Abstract: Corporate rebranding has become a popular strategy for companies despite the fact that it contradicts what has been regarded standard marketing practice, which is to have a long-term commitment to a brand. In view of that, a brand cannot be built overnight and the investment in branding needs to continue over many years. However, record numbers of firms are rebranding themselves (Mazur 2001). The cost of corporate rebranding is very high, running into millions of dollars in many cases. The rationale for corporate rebranding is categorised and the main issues into relation to name, logo and slogan rebranding are examined. Lastly the effectiveness of corporate rebranding is questioned.
Publication Year: 2003
Publication Date: 2003-01-01
Language: en
Type: article
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Cited By Count: 6
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