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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,
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, or

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 1 December 2003



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.



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.




Copyright © 2003, MCB UP Limited

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