Corporate rebranding exercises, with the ﬁrst three principles focused on corporate revisioning and the last three principles on implementing the revised corporate brand. Rebranding introduction rebranding is the creation of a new name, term, symbol, design, or a combination of them for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors far from just a change of visual identity, rebranding should be part of an overall brand strategy for a product or service. Principles of corporate rebranding principles of corporate rebranding bill merrilees and dale miller department of marketing, grifﬁth university, gold coast, australia abstract purpose – the paper aims to highlight the importance of corporate rebranding in branding practice, which is neglected in theoretical treatment, so an extended theory. Your guide to griffith university's academic and research expertise.
Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, corporate rebranding. Abstract the purpose of this paper was to examine the process by which a nonprofit organization conducted corporate rebranding and to assess the relevance of the principles of corporate rebranding originally developed by merrilees and miller (2008) in relation to for-profit organizations. Show that rebranding should not be done in a vacuum but should be guided by such principles so as to achieve the full potential of any kind of investments made keywords: brands, corporate branding, innovation, case studies.
Research on corporate rebranding has been described as limited, despite its relevance and linkage to business strategy the literature highlights that an extended theory is, as yet, still to be developed this research aims to identify the main elements of a corporate rebranding strategy and construct an integrated set of proposition proposals covering both its conceptualisation and. Corporate rebranding is more interdisciplinary in nature, ignores features specifically associated with the product and requires the organisation to be more explicitly featured in the process ( aaker and joachimsthaler 2000. A corporate brand is a vital part of the corporate reputation management an ethical brand enhances the firm’s reputation such a reputation reinforces the brand in turn. Rebranding: legal issues you can’t afford to ignore how to protect your brand when you rebrand our recent brand refresh has involved a new logo, tagline and completely new brand colours.
Branding strategy insider is a service of the blake project: a strategic brand consultancy specializing in brand research, brand strategy, brand licensing and brand education free publications and resources for marketers. Designing for brand leadership branding for a new age defining difference, designing for standout and design thinking as a path to innovation. Can get new brands in new categories by corporate acquisitions some companies are now pursuing mega brand strategies drawbacks can include: a) spreading resources too thin c) packaging principles of marketing:introduction of marketing, how is marketing done road map:understanding marketing and marketing process.
Corporate communication and the corporate brand peggy simcic brønn (from: corporate communication: a strategic approach to building reputation (2002), brønn, ps and r wiig (eds), oslo: gyldendal) the first years of the 21st century have been hard on companies and their brands it is. In principles of corporate rebranding, merrilees and miller (2008) consider not only corporate rebranding, but also corporate branding in relational and economic antecedents of organisational commitment, san martín (2008) looks at the literature on organizational commitment, relational antecedents and economic antecedents. Principles of corporate rebranding design/methodology/approach – from the literature, the existing state of the theory of corporate rebranding is articulated that theory is extended by the development of six principles and by case research.
Introduction the challenges of corporate branding majken schultz copenhagen business school, denmark leslie de chernatony birmingham business school, university of birmingham volume 5 numbers 2 and 3 corporate reputation review, vol 5, nos 2/3 2002, pp 105—112 henry stewart publications, work is based on principles such as. Dos and don’ts of corporate rebranding corporate rebrands are no longer seen as merely a reprint of the office stationery because they can positively affect perception of companies and their bottom line, but marketers should be wary of “change for change’s sake” in the eyes of the cynical consumer. The bank of moscow completed a major project on their rebranding the final stage of the works was the adjustment of basic elements of style, as well as the development of complex retail branding: design of sales offices, the creation of navigation system.
Rebranding is costly and time-consuming, and as the number of corporate rebranding practice increases, the failure rate is high compared to the successes (causon, 2004 stuart and muzellec, 2004) kapferer (2004) also agreed that transfers of a brand would cause danger such as loss of choices, loyal customers, and market share. The principles are illustrated in the case of a canadian leather goods retailer which has implemented a major corporate rebranding strategy the paper demonstrates the value of organisational single case studies as a precursor to further research.
All of griffith research online communities & collections authors by issue date titles this collection. The outcomes of rebranding in terms of the outcomes of rebranding, previous research findings are mixed miller et al’s (2014 miller, d, merrilees, b, & yakimova, r (2014)corporate rebranding: an integrative review of major enablers and barriers to the rebranding process. Rebranding is a strategic process to enhance corporate brand equity and the value of the brand portfolio to align with business strategy - led by the ceo.