A rose by any other name: rebranding campaigns that work
Jack G. Kaikati
(Jack G. Kaikati is Emeritus Professor in Marketing at Southern Illinois University, Edwardsville and has published more than 45 articles which have appeared in such publications as Harvard Business Review, Sloan Management Review, California Management Review and Journal of Marketing, among others, jkaikat@siue.edu)
Andrew M. Kaikati
(Andrew M. Kaikati is a consultant with Accenture. He is a member of the Automotive and Industrial Products Group, where he has most recently been assigned to a large industrial equipment manufacturer in the Midwest. He is also an MBA candidate at the John M. Olin School of Business at Washington University in St Louis, andrew.m.kaikati@accenture.com or kaikatia@olin.wustl.edu.)
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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