Re-branding as a marketing tool

Vivek V,Mahilarasi V

doi:10.26524/jms.2016.31

Abstract

Highlights

Adopting the definition proposed by Muzellec and Lambkin (2006), re-branding corresponds to the creation of a new brand element aiming to create a new image or position in the mind of stakeholders
Research Gap Literature review introduces us as the brand becoming a consumers perception on product and it is one of the key factors in marketing strategy
It further discusses that an older brand which is prominent among the people may need re-branding as a strategy to reposition its customer’s brand loyalty

Summary

Introduction

Markets from low-involvement to high-involvement product categories have been experiencing sweeping changes in the past decade. Changing lifestyles, fragmented market segments and consumer preferences, and intense competition from the brands of multinational corporations (MNCs) have made re-branding strategies a prerequisite for marketing success. This paper attempts to analyze the various dimensions associated with rebranding strategies in the changing marketing context. Adopting the definition proposed by Muzellec and Lambkin (2006), re-branding corresponds to the creation of a new brand element aiming to create a new image or position in the mind of stakeholders. A good and strong corporate image can have a positive impact on workers, managers, investors, and customers’ evaluations. Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, and competitors

Laurent Muzellec Mary Lambkin

Globalisation

Repositioning

Conclusion