MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Advertising and Brand Management

Corporate Rebranding

  1. Dr. Megaladevi Periyasamy
  2. S. Vasanthakumar
  3. Rubasree
  4. S Karthikselvan

Abstract

the changes they do in their brand. The present paper gives understanding about the corporate strategyin rebranding their products and analyzes the impact of such strategies on brand equity. The paperexamines the clear cut view about Rebranding Strategy in industries. As will as eliminate thecompetitors in the commodity market, and advertising and promoting the product to the people indifferent way. The paper exposed a conceptual model to integrate different dimensions of rebranding.Analyzing the rebranding strategy by determining the leverage of brand equity from Basic level of thebrand hierarchy to the other constitutes an interesting way for further research. Executives arereminded that dimensions of rebranding needs to be managed holistically and supported by allstakeholders, with specific attention given to employees' reactions. The present paper is of value toanybody seeking to understand the rebranding technique, including academics and business managers

Keywords

Support