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A rose by any other name: rebranding campaigns that work

A rose by any other name: rebranding campaigns that work 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business Strategy Emerald Publishing

A rose by any other name: rebranding campaigns that work

Jack G. Kaikati; Andrew M. Kaikati
Journal of Business Strategy , Volume 24 (6): 7 – Dec 1, 2003
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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0275-6668
DOI
10.1108/02756660310509451
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Journal of Business Strategy – Emerald Publishing

Published: Dec 1, 2003

Keywords: Brands; Brand awareness; Brand equity

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