Journal of Business Strategy · 2003 · 69 citations · 0 references
Rebranding BoomBrand StrategyRebranding CampaignPersonal BrandingManagementMarketing CommunicationBrand BuildingGlobal StrategyBrand ManagementBrand DevelopmentStrategyBrand AwarenessStrategic ManagementAdvertisingMarketingStrategic OptionsPositioning (Marketing)BusinessBusiness StrategyBrand EquityOther NameMarketing Strategy
This article explores the rebranding boom in the USA and around the world, citing numerous examples of strategies that worked as well as some famous attempts that missed the mark. The authors have two main objectives: to analyze the pitfalls of rebranding campaigns and to present six strategic options for implementing a rebranding campaign that meets expectations.