Results 151 to 160 of about 303 (175)

Integrating country‐of‐origin image and brand image in corporate rebranding: the case of China

Marketing Intelligence & Planning, 2013
PurposeThe purpose of this paper is to investigate how companies entering the Chinese market integrate brand image and country image, how they redefine this integration in the corporate rebranding process adopted to develop the new market, and what impact they achieve in terms of commercial and economic results.Design/methodology/approachThe research ...
GUERCINI, SIMONE, RANFAGNI, SILVIA
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Rebranding marketing & corporate marketing. The case of Mondelez

2018
The purpose of this research project was to identify the impact of Kraft foods rebranding on consumer’s perception of corporate brand image. We decided to focus on this subject because it concerned one of the most famous FMCG companies of the world but also because it is interesting to understand if Kraft Foods reputation and image were strong enough ...
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Corporate Rebranding tokobagus.com Menjadi olx.co.id

2018
ABSTRAK Penelitian ini dilakukan dengan tujuan untuk mengetahui bagaimana corporate branding melalui promotional tools yang dilakukan oleh tokobagus.com. Tokobagus.com yang melakukan corporate rebranding menjadi OLX.co.id merupakan e-commerce jual beli online yang digemari di Indonesia.
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Rebuilding trust through corporate rebranding: An investigation into brand transgressions

The dissertation with subject “Rebuilding trust through corporate rebranding: An investigation into brand transgressions” investigates how corporate rebranding can be applied as a strategy for trust rebuilding after brand transgressions. Trust seems to be an important factor for a successful brand and can easily be breached after transgressions. Losing
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Corporate identity and rebranding of the student council of the Higher school of folk arts

Voprosy kul'turologii (Issues of Cultural Studies)
The article is devoted to the development of the corporate identity of the infographics of the student government of the Higher School of Folk Arts (Academy). The characteristics of different types of logos are analyzed, their weaknesses and strengths are identified; a set of elements and colors for the logo of the student council and the logos of the ...
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The Politics of Corporate Rebranding

Anthropology News, 2019
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Twitter’s X-Treme Makeover: An Examination of Corporate Rebranding Outcomes

By examining best practices for executing a corporate rebrand, this thesis aims to evaluate Twitter's rebrand to "X" through qualitative research methods in the form of in-depth interviews and a case analysis. Throughout the interview process, the branding and marketing experts were asked to identify strategies for carrying out an effective rebrand, as
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The “Inside” and “Outside” Perspectives of Corporate Rebranding: A case study of Greggs Plc

2018
2018 dissertation for MSc. International Business Management. Selected by academic staff as a good example of a masters level dissertation. Corporate rebranding has become a popular topic for both researchers and practitioners in the few decades. When learning from some failed rebranding cases like Royal Mail, retaining and engaging both employees and ...
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Brand equity retention after rebranding: a resource-based perspective

Journal of Brand Management, 2021
Rian Beise-Zee
exaly  

Rebranding Sex Robots: Realbotix’s Corporate Metamorphosis

2025 34th IEEE International Conference on Robot and Human Interactive Communication (RO-MAN)
Annette Masterson, Lionel P. Robert
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