Mixing the old and new How to succeed with corporate rebranding

Mixing the old and new How to succeed with corporate rebranding Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – In an increasingly competitive business world, companies that stand still invite failure with open arms. Survival and success depend on the aptitude to evolve gradually to meet new challenges that arise. Some organizations elect to go much further and see corporate rebranding (CR) as the best way to remain competitive. As many have discovered, this is not a decision to be taken lightly. Rebranding at product level is difficult enough. Consumers have pre‐existing attitudes towards a product brand and these attitudes must be considered within any rebranding program. Repositioning invariably contradicts some of these associations, and when this occurs consumers feel estranged from the brand. And since CR impacts upon multiple stakeholders, the likelihood is that there will be a significantly greater number of difficulties to overcome. Practical implications – Provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategic Direction Emerald Publishing

Mixing the old and new How to succeed with corporate rebranding

Strategic Direction, Volume 24 (7): 3 – May 23, 2008

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0258-0543
DOI
10.1108/02580540810877339
Publisher site
See Article on Publisher Site

Abstract

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – In an increasingly competitive business world, companies that stand still invite failure with open arms. Survival and success depend on the aptitude to evolve gradually to meet new challenges that arise. Some organizations elect to go much further and see corporate rebranding (CR) as the best way to remain competitive. As many have discovered, this is not a decision to be taken lightly. Rebranding at product level is difficult enough. Consumers have pre‐existing attitudes towards a product brand and these attitudes must be considered within any rebranding program. Repositioning invariably contradicts some of these associations, and when this occurs consumers feel estranged from the brand. And since CR impacts upon multiple stakeholders, the likelihood is that there will be a significantly greater number of difficulties to overcome. Practical implications – Provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Journal

Strategic DirectionEmerald Publishing

Published: May 23, 2008

Keywords: Corporate branding; Stakeholder analysis; Communication

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