A brand is a valuable asset, communicating a clear set of values to its stakeholders.
Rebranding, by definition changing that identity, must be seen as a serious strategic …

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 …

Purpose–The 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 …

Companies adopting new brand names are frequently reported in the business press but
this phenomenon has as yet received little academic attention. Dispensing with an …

Purpose–Companies 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 …

Corporate re-branding has seen extensive activity in recent years, with many organisations
treating a name change as a prerequisite to image transformation. But little in the public …

Purpose–While the corporate rebranding momentum is accelerating, corporate decisions
are not currently informed by strong theory and academic research in this area. To broaden …

In a corporate rebranding process, changes to brand identity will involve a concurrent
organisational adaptation likely to generate reactions from internal and external …

The article highlights the importance of brand evolution as a necessary component of
successful marketing strategy. In particular the article emphasizes the decision to revitalize …

Corporate rebranding that modifies logos, tagline and the corporate brand name is common
among practitioners. Available literature reports the success of corporate rebranding by the …