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| Author: | Muzellec, L. Lambkin, M. |
| Title: | Corporate rebranding and the implications for brand architecture management: The case of Guinness (Diageo) Ireland |
| Journal: | Journal of Strategic Marketing
2008 : SEP, VOL. 16:4, p. 283-299 |
| Index terms: | Irish Republic case studies companies products brands |
| Freeterms: | corporate branding brand management |
| Language: | eng |
| Abstract: | Using a case study of Guinness Ireland Group/Diageo Ireland, the interaction btw. corporate (hereafter as: c-brd/s.) and product brands (p-brd/s.), the vertical links in brand architecture, is examined. The corporate name change from Guinness to Diageo was one of the first high profile rebranding cases, reflecting a deliberate strategy of separating the c-brd. from its p-brds. A dynamic brand building model is presented, addressing the different audiences for the products and the c-brd. It is concluded that a new concept of 'business branding', distinct from 'consumer/product branding', may allow corporations to reconcile the need for both corporate accountability and risk limitation while maintaining an effective programme of brand management. |
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