Search
  Advanced Search
 
Case study search
Emerald logo.

42
 

ISSN:

Online from: 2011

Information: About this Collection

Options: icon: RSS Latest articles RSS  |  To add Case Study Alerts please take an Emerald profile

Principles of corporate rebranding


Document Information:
Title:Principles of corporate rebranding
Author(s):Bill Merrilees (Department of Marketing, Griffith University, Gold Coast, Australia), Dale Miller (Department of Marketing, Griffith University, Gold Coast, Australia)
Citation:Bill Merrilees, Dale Miller, "Principles of corporate rebranding", Emerald 42, (2008)
Keywords:Brands, Case studies, Corporate branding, Innovation
Article type:Research paper
DOI:10.1108/03090560810862499 (Permanent URL)
Publisher:Emerald Group Publishing Limited
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 is to be developed.

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. 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.

Findings – The single case enables a more in-depth analysis of how branding principles were applied to corporate rebranding. All six principles were supported, indicating the need for maintaining core values and cultivating the brand, linking the existing brand with the revised brand, targeting new segments, getting stakeholder “buy-in”, achieving alignment of brand elements and the importance of promotion in awareness building.

Originality/value – Although corporate rebranding is often used narrowly in practice as renaming, this paper redresses the limited attempts to build theory in this area of marketing. It attempts to build a more sophisticated and substantial theory of corporate rebranding.


Icon: Teaching notes.

Fulltext Options:

Login

Login

Existing customers: login
to access this document

Login


- Forgot password?

- Athens/Institutional login

Purchase

Purchase

Downloadable; Printable; Owned
HTML, PDF (104kb)
Purchase

To purchase this item please login or register.

Login


- Forgot password?

Recommend to your librarian

Complete and print this form to request this document from your librarian

Marked list


Bookmark & share

Reprints & permissions