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Understanding the pitfalls in the corporate rebranding process
Corporate Communications: An International Journal, 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, Constantine Andriopoulos
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Meeting the Moment: Black Lives Matter, Racial Inequality, Corporate Messaging, and Rebranding
Advertising & Society Quarterly, 2020 Abstract: Along with the COVID-19 public health crisis, the summer of 2020 will likely be contextualized as a pivotal moment during which conversations regarding both racial and social injustice pierced the silence that so often characterizes American society on these issues.
Yvette Lynne Bonaparte
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The “Inside” and “Outside” Perspectives of Corporate Rebranding: A case study of Greggs Plc [PDF]
, 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 ...
Kolawole, Bridget, Kolawole, Bridget
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Corporate makeovers: Can a hyena be rebranded? [PDF]
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
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Corporate rebranding: destroying, transferring or creating brand equity? [PDF]
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, Mary Lambkin
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Corporate Rebranding: An Integrative Review of Major Enablers and Barriers to the Rebranding Process
International Journal of Management Reviews, 2013In 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 +2 more
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Corporate rebranding design of oil and gas company in Malaysia: case study of SMART Petrol / Amina Syarfina Abu Bakar...[et.al] [PDF]
, 2016 The aim of this study is to investigate the existing branding design and the potential of corporate rebranding design for SMART Petrol. SMART Petrol is a 100% Bumiputera companies that are actively involved in the supply and marketing of petroleum ...
Amina Syarfina Abu Bakar +2 more
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Living the Corporate Rebrand: The Employee Perspective
Corporate Reputation Review, 2012The aim of this article is to examine employee challenges to living the brand after rebranding has occurred. Although employees may want to ‘live’ the corporate brand, there are challenges and barriers that prevent them from effectively doing this, particularly after a corporate rebranding process.
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Corporate rebranding failure and brand meanings in the digital environment
Marketing Intelligence & Planning, 2018Purpose 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.
Galina Biedenbach, Veronika Tarnovskaya
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Corporate branding and rebranding: an institutional logics perspective
Journal of Product & Brand Management, 2018PurposeThe 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 ...
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