Abstract
There has been a recent rush for branding both at the national level and at the level of business operations. Where a brand does not exist, branding refers to the creation of value, identity, and quality that attracts the appreciation of a clientele, which is generated and sustained through the satisfaction of their yearnings and aspirations, as well as return of good value for their patronage. Branding is not a haphazard process that is carelessly initiated and erroneously associated with a change in name or logo. Where inexistent, branding is associated with a mark of distinction and quality, trough which patronage is generated. But in a case where a brand exists, but has atrophied or been weakened by several factors including competition by better brands, rebranding is the cause of action that is initiated to resurrect the weakened or dead brand. While various schemes are deployed in the branding and rebranding exercise, following several frameworks that are well thought out, the focus of this paper shall be the role of film in this entire exercise, as well as the various processes and conditions necessary for a successful branding or rebranding exercise.
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