haku: @freeterm corporate branding / yhteensä: 7
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| Tekijä: | Muzellec, L. Lambkin, M. |
| Otsikko: | Corporate rebranding: destroying, transferring or creating brand equity? |
| Lehti: | European Journal of Marketing
2006 : VOL. 40:7-8, p.803-824 |
| Asiasana: | brands marketing management change |
| Vapaa asiasana: | corporate branding |
| Kieli: | eng |
| Tiivistelmä: | Firms are continually changing the names of their brands, but this phenomenon has not received much attention in the academic literature. This article aims to examine the drivers of corporate rebranding phenomenon and analyze the effects of this strategy to the corporate brand equity. Descriptive data about the context of rebranding phenomenon was gathered among 166 rebranded companies, and it was complemented by two case studies. The results indicate that rebrandning is often a consequence of structural changes, such as mergers and acquisitions, which often affect the companys identity and strategy in fundamental ways. Further, it can be seen that the aesthetics of marketing affects the brand equity less than other factors like the behaviour of employees. A conceptual model to integrate different dimensions of corporate branding is introduced in the article, and managerial implications concerning the rebranding process are provided. |
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