Rebranding: Ditch the name, not the customers

August 2007
Marketing (00253650);8/8/2007, p93
Trade Publication
This article discusses various issues related to corporate rebranding. It is stated that the first part of any brand-replacement strategy should be a thorough analysis of the risks involved in dropping a marque by working out the nature of the brand equity and its value in the eyes of stakeholders, including staff, distributors and opinion formers, as well as consumers. It is viewed that done correctly, phasing out an established brand can be an opportunity to reinvigorate a product.


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