Corporate Rebranding: A Literature Review

Abstract

Although the media have frequently reported companies that did rebranding, this phenomenon still receives little attention from academic side. Rebranding, which is defined as the identity changing process, should be considered as serious strategy that needs careful planning. Rebranding is a continuum, starting from revitalizing an existing brand to completely changing the brandname, values and promises offered by the brand, as well as changing the framework of corporate rebranding that should be prepared to help a company does the rebranding process. This paper seeks to the impulses behind this phenomenon and attempts to analyze the effects of such strategies to the company brand. This paper also emphasizes the importance of corporate branding for the branding practices that have been neglected in the theoretical explanation, in order to develop a theory.