Strategic Corporate Re-branding

Patrick Cettier and Bernd Schmitt

Chapter 9 in Contemporary Thoughts on Corporate Branding and Corporate Identity Management, 2008, pp 166-186 from Palgrave Macmillan

Abstract: Abstract Corporate re-branding — a change of a corporate brand with the goal of improving perception of the company by customers, employees and investors — is a widespread activity. However, from 1995 to 2004 only about half of all re-branding activities were successful. In this article, we focus on strategic corporate re-branding and provide a conceptual framework for managing it. We identify seven key factors that contribute to success, and present both failures and best-practice cases to illustrate the seven success factors. We conclude with a model that presents strategic corporate re-branding as a dynamic process.

Keywords: Success Factor; Business Unit; Brand Personality; Brand Awareness; Corporate Brand (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-58322-1_10

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DOI: 10.1057/9780230583221_10

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