Results 141 to 150 of about 303 (175)

Principles of corporate rebranding

European Journal of Marketing, 2008
PurposeThe paper aims to highlight the importance of corporate rebranding in branding practice, which is neglected in theoretical treatment, so an extended theory is to be developed.Design/methodology/approachFrom the literature, the existing state of the theory of corporate rebranding is articulated.
Bill Merrilees, Dale Miller
exaly   +3 more sources

Corporate branding and rebranding: an institutional logics perspective

Journal of Product and Brand Management, 2018
PurposeThe purpose of this paper is to demonstrate how the institutional logics framework adds a fresh perspective on corporate branding, particularly in times of organisational change and subsequent corporate rebranding.Design/methodology/approachThe paper examines previous comprehensive approaches to corporate branding in the face of organisational ...
Helen Stuart
exaly   +4 more sources

Corporate rebranding and brand preference

Asia Pacific Journal of Marketing and Logistics, 2014
Purpose – The purpose of this paper is to investigate the moderating roles of brand name attitude and product expertise on the impact of different corporate rebranding strategies on consumer brand preference. Rebranding strategies include evolutionary and revolutionary rebranding strategies, while brand name attitude is ...
Angelina Nhat Hanh Le, Julian Ming-Sung Cheng   +1 more
exaly   +2 more sources

Corporate Rebranding: An Employee-Focused Nonprofit Case Study

Journal of Nonprofit and Public Sector Marketing, 2016
ABSTRACTThe purpose of this paper was to examine the process by which a nonprofit organization conducted corporate rebranding and to assess the relevance of the principles of corporate rebranding originally developed by Merrilees and Miller (2008) in relation to for-profit organizations. A community-owned nonprofit organization that recently introduced
Paul Chad
exaly   +4 more sources

Understanding the pitfalls in the corporate rebranding process

Corporate Communications, 2007
PurposeWhile the corporate rebranding momentum is accelerating, corporate decisions are not currently informed by strong theory and academic research in this area. To broaden the understanding, the purpose of this paper is to generate empirical insights into the key pitfalls in the corporate rebranding process.Design/methodology/approachAn exploratory ...
Manto Gotsi
exaly   +2 more sources

Corporate rebranding failure and brand meanings in the digital environment

Marketing Intelligence and Planning, 2018
Purpose The purpose of this paper is to investigate the dynamic process of brand meaning creation by multiple stakeholders during corporate rebranding in the digital environment. Design/methodology/approach By applying a symbolic interactionist perspective, the case study analyses a failed corporate rebranding of Gap.
Veronika Tarnovskaya, Galina Biedenbach   +1 more
exaly   +2 more sources

Corporate makeovers: Can a hyena be rebranded?

Journal of Brand Management, 2004
Corporate rebranding is a strategy used by companies to change their image. There may be very good reasons for doing this, the most obvious being to send a signal to stakeholders that something about the organisation has changed (for the better). Other less pressing reasons, discussed in this paper, are, however, also instigators for rebranding.
Stuart, Helen, Muzellec, Laurent
openaire   +3 more sources

Corporate Rebranding: An Integrative Review of Major Enablers and Barriers to the Rebranding Process

International Journal of Management Reviews, 2013
In the field of corporate rebranding, which is an emerging area of research, the literature consists largely of descriptive case studies that are scattered across diverse contexts. These studies take divergent theoretical perspectives that often inform only aspects of rebranding, leaving researchers and managers without a comprehensive understanding of
Miller, Dale, Merrilees, Bill, Yakimova, Raisa   +2 more
openaire   +2 more sources

Corporate rebranding: destroying, transferring or creating brand equity?

European Journal of Marketing, 2006
PurposeCompanies changing their brand names are frequently reported in the business press but this phenomenon has as yet received little academic attention. This paper sets out to understand the drivers of the corporate rebranding phenomenon and to analyse the impact of such strategies on corporate brand equity.Design/methodology/ approachA cross ...
Laurent Muzellec
exaly   +2 more sources

Rebranding the corporation

2009
In a dynamic and globalizing economy the one thing you can be sure of is the constancy of change — technological, societal and political. Add to this the speed of change and it is clear that only the most agile businesses will survive and prosper. Brands must use the winds of change to propel themselves into a stronger position or be blown off course ...
openaire   +1 more source