TITLE

Rebranding has to attain buy-in from entire firm

PUB. DATE
May 2003
SOURCE
Marketing (00253650);5/15/2003, p22
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Last year will undoubtedly be consigned to the history books as the year in which rebranding program peaked as of May 2003. Corporations from all sectors embarked on the holy grail of repositioning in 2002. Yet very few emerged unscathed. They were falling down at the first hurdle or blasted by damaging media coverage and cynicism from all quarters. Very often, such programs fail to get off the ground, as not enough attention is paid to embedding the brand — and getting this right internally before even thinking about how the brand is portrayed externally.
ACCESSION #
9893257

 

Related Articles

  • 'Premium' brand vanity. Pinnington, Danielle // Grocer;3/16/2013, Vol. 236 Issue 8096, p26 

    A letter to the editor is presented concerning the market position of premium brands, which is affected by the distribution choices or marketing strategy in Great Britain.

  • Is Brand Marketing Dead? Muldoon, Katie // Direct;10/1/2005, Vol. 17 Issue 13, p36 

    Discusses the reduction in the effectiveness of brand marketing. Dependence of brands on marketing for its existence; Reasons for the ineffectiveness of brand marketing; Ways to improve sales marketing; Success of the marketing strategy made by Chico's apparel.

  • Heinz.  // Marketing (00253650);8/6/2008, p56 

    The article presents a telephone conversation about the rebranding of the Heinz Baked Beanz brand. The conversation focused on the reason why the brand is repositioning in the market. The call-handler explains how British consumers use the brand name to refer to the product. A rating is...

  • CULTURAL SYMBOL POSITIONING STRATEGY. Clow, Kenneth E.; Baack, Donald // Concise Encyclopedia of Advertising;2005, p54 

    The article presents an encyclopedia entry about cultural symbol positioning strategy. Positioning refers to the process of creating a perception among consumers about the nature of a brand. Possible approaches to it are attributes, competitors, use or application, price quality, product user,...

  • Event branding: Short-term action, long-term value. Saget, Allison // B to B;7/16/2007, Vol. 92 Issue 9, p31 

    The article presents the author's views on how to incorporate advertising of a brand in an event. The author says that integrating the brand into events could be as simple as the logo or as complicated as the corporate identity-company name, product or positioning statement. Brand recognition is...

  • Getting gritty in China.  // Brand Strategy;Oct2006, Issue 206, p32 

    The article focuses on the level of the brand activity in China. The changes that are taking place are happening within a lifetime. People's lives are improving visibly. It is noted that brands are part of a new and successful China. They are used to show off someone's difference. In addition,...

  • HOW TO POSITION AN AGENCY BRAND.  // B&T Magazine;4/2/2010, Vol. 60 Issue 2713, p12 

    The author shares his insight on positioning an agency brand.

  • Create the luxury X factor. Grier, Ken // Brand Strategy;Feb2009, Issue 229, p10 

    In this article the author shares his insights on branding strategy. He states that it is important to give the brand its unique identity by using innovation and partnerships to strengthen luxury positioning. He adds that it is important to work with partners who truly share the company's values...

  • Transform heritage into a modern attraction. Fily, Guenael // Brand Strategy;Sep2008, Issue 225, p10 

    The article discusses how rediscovering the brand's history helped Galliano L'Autentico re-establish its premium values. It is said that by reinterpreting the story and roots in a contemporary ways, a strong brand positioning can be built to drive success. The company changed the label to...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics