Revisiting Branding and Rebranding: Implications in Marketing and Design

Abstract

Branding and rebranding play a key role in brand management. The main goal of this study is to perform a literature review regarding brand and rebranding from the marketing and the design perspectives. It is very common for marketing and design professionals to work separately. However, the literature review developed in this work confirms that professionals in both areas should work in a more complementary way, developing the brand from a co-creation perspective.