Results 181 to 190 of about 14,227 (212)

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.
Merrilees, Bill, Miller, Dale
exaly   +3 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
exaly   +2 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, Constantine Andriopoulos
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
exaly   +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

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

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

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
openaire   +1 more source

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 ...
openaire   +1 more source