Results 171 to 180 of about 12,665 (193)
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Corporate rebranding and brand preference
Asia Pacific Journal of Marketing and Logistics, 2014Purpose – 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 ...
Hadi Kuntjara +3 more
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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 ...
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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 +2 more sources
Integrating country‐of‐origin image and brand image in corporate rebranding: the case of China
Marketing Intelligence & Planning, 2013PurposeThe 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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Journal of Strategic Marketing, 2008
The interaction between corporate and product brands – the vertical links in brand architecture – is explored through the case study of Guinness Ireland Group/Diageo Ireland. The change in the corporate name from Guinness to Diageo was one of the first high profile cases of rebranding and reflects a deliberate strategy of separating the corporate brand
Laurent Muzellec, Mary Lambkin
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The interaction between corporate and product brands – the vertical links in brand architecture – is explored through the case study of Guinness Ireland Group/Diageo Ireland. The change in the corporate name from Guinness to Diageo was one of the first high profile cases of rebranding and reflects a deliberate strategy of separating the corporate brand
Laurent Muzellec, Mary Lambkin
openaire +2 more sources
2022
Botswana Telecommunication Corporation rebranded to BTCL. The rebranding exercise entailed name change, corporate colour and logo. In this study, academic knowledge is enhanced with the help of a case study. As a result, this study suggests a new definition for corporate re-branding and presents an empirically grounded framework for understanding ...
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Botswana Telecommunication Corporation rebranded to BTCL. The rebranding exercise entailed name change, corporate colour and logo. In this study, academic knowledge is enhanced with the help of a case study. As a result, this study suggests a new definition for corporate re-branding and presents an empirically grounded framework for understanding ...
openaire +1 more source
Corporate Rebranding Design of Aviation Company in Malaysia: Case Study of Rayani Air
2018The aim of this study is to investigate the existing corporate identity and the potential of rebranding design of Rayani Air. Being the first Sharia-Compliant and a full service airline in Malaysia, Rayani Air frequently flies from Kuala Lumpur International Airport to Langkawi International Airport mainly to attract tourists to the resort island ...
Amina Syarfina Abu Bakar +2 more
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Time-based modifications to process theory illustrations through a corporate rebranding case study
Baltic Journal of Management, 2015Purpose– The purpose of this paper is to develop the lifecycle and teleology process theory illustrations by uniting processes and their outcomes based on their being bounded in time.Design/methodology/approach– The study combines objective and subjective ontological approaches to organisational development and change processes.
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Globalizing Corporate Identity in Hong Kong:: Rebranding Two Banks
Journal of Design History, 2005openaire +2 more sources
Entwicklung eines Prozessmodells für missionsorientiertes Corporate Rebranding
Big data, AI, geofencing - while the private sector is embracing modern approaches to make its brands even more influential, the third sector is cautiously approaching the idea of branding. Organisations need to engage with their corporate brand to influence their cohesion, credibility and perception of their social mission - in short, to remain ...openaire +1 more source