TY - JOUR AB - 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. VL - 24 IS - 6 SN - 0275-6668 DO - 10.1108/02756660310509451 UR - https://doi.org/10.1108/02756660310509451 AU - Kaikati Jack G. AU - Kaikati Andrew M. PY - 2003 Y1 - 2003/01/01 TI - A rose by any other name: rebranding campaigns that work T2 - Journal of Business Strategy PB - MCB UP Ltd SP - 17 EP - 23 Y2 - 2024/03/28 ER -