A rose by any other name: rebranding campaigns that work
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. https://doi.org/10.1108/02756660310509451
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