Munich Personal RePEc Archive

Aspects regarding rebranding strategies - A conceptual and practical approach

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.

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