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Corporate rebranding: impact on brand equity

by Programme Director MSc. in Digital Marketing  at UCD M. Smurfit Graduate Business School on Feb 15, 2011


Companies changing their brand names are frequently reported in the business press but this phenomenon has as yet received little academic attention. This paper sets out to understand the...

Companies changing their brand names are frequently reported in the business press but this phenomenon has as yet received little academic attention. This paper sets out to understand the
drivers of the corporate rebranding phenomenon and to analyse the impact of such strategies on
corporate brand equity.
A decision to rebrand is most often provoked by structural changes,
particularly mergers and acquisitions, which have a fundamental effect on the corporation’s identity
and core strategy. A change in marketing aesthetics affects brand equity less
than other factors such as employees’ behaviour.

This paper is of value to anybody seeking to understand the rebranding
phenomenon, including academics and business managers.



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Corporate rebranding: impact on brand equity Corporate rebranding: impact on brand equity Document Transcript