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| Tekijä: | Merrilees, B. |
| Otsikko: | Radical brand evolution: a case-based framework |
| Lehti: | Journal of Advertising Research
2005 : JUN, VOL. 45:2, p. 201-210 |
| Asiasana: | marketing brands |
| Kieli: | eng |
| Tiivistelmä: | The importance of brand evolution as an essential part of marketing strategy and the decision to resuscitate the core brand are emphasized in this paper. Three key constructs which are used as a framework for analyzing rebranding decisions are named. It is important to successful rebranding to build each of these three components and ensure that they are linked and coordinated. New framework developed based on case study research of a major Canadian retailer, Canadian Tire. |
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