Moisescu, Ovidiu Ioan (2006): Aspects regarding rebranding strategies - A conceptual and practical approach. Published in: The Proceedings of the International Conference „Economy and Transformation Management” (2006): pp. 719-728.
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A brand is an extremely valuable intangible asset to any company and it communicates a set of values to its customers, employees, investors, and other stakeholders. Changing that identity or a part of it must be seen as a serious strategic decision, requiring careful planning. A rebranding strategy, which implies often a long-held brand name being discarded, must be profoundly analyzed before implementing it. This paper views rebranding as a permanent process, from revitalizing a current brand to a full name change, involving sometimes alterations in brand values and promises, and outlining some of the main approaches to renaming a corporate brand. It then presents a case history and an assessment of Orange's rebranding strategy during the last years.
|Item Type:||MPRA Paper|
|Original Title:||Aspects regarding rebranding strategies - A conceptual and practical approach|
|Keywords:||Brand Strategy, Rebranding, Brand Values|
|Subjects:||M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing|
|Depositing User:||Ovidiu I. MOISESCU|
|Date Deposited:||04. Jul 2011 19:23|
|Last Modified:||24. Feb 2014 10:09|
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