A rose by any other name: rebranding campaigns that work
Abstract
This article explores the rebranding boom in the USA and around the world, citing numerous examples of strategies that worked as well as some famous attempts that missed the mark. The authors have two main objectives: to analyze the pitfalls of rebranding campaigns and to present six strategic options for implementing a rebranding campaign that meets expectations.
Keywords
Citation
Kaikati, J.G. and Kaikati, A.M. (2003), "A rose by any other name: rebranding campaigns that work", Journal of Business Strategy, Vol. 24 No. 6, pp. 17-23. https://doi.org/10.1108/02756660310509451
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited