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Radical Brand Evolution: A Case-Based Framework

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  • MERRILEES, BILL
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    Abstract

    The article highlights the importance of brand evolution as a necessary component of successful marketing strategy. In particular the article emphasizes the decision to revitalize the core brand. Three key constructs are used as a framework for analyzing rebranding decisions, namely brand vision, brand orientation, and brand strategy implementation. It is proposed that the key to successful rebranding is the need to build each of these three components as well as ensuring that they are tightly linked and coordinated. The normative framework was applied to a major Canadian retailer, Canadian Tire, and found to be helpful in analyzing their rebranding. Lessons have been drawn from the case study, including the important role of advertising.

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    File URL: http://journals.cambridge.org/abstract_S0021849905050221
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    Bibliographic Info

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 45 (2005)
    Issue (Month): 02 (June)
    Pages: 201-210

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    Handle: RePEc:cup:jadres:v:45:y:2005:i:02:p:201-210_05

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    Cited by:
    1. Miller, Dale & Merrilees, Bill, 2013. "Rebuilding community corporate brands: A total stakeholder involvement approach," Journal of Business Research, Elsevier, vol. 66(2), pages 172-179.
    2. Müller, Brigitte & Kocher, Bruno & Crettaz, Antoine, 2013. "The effects of visual rejuvenation through brand logos," Journal of Business Research, Elsevier, vol. 66(1), pages 82-88.
    3. Huber, Frank & Meyer, Frederik & Vogel, Johannes & Weihrauch, Andrea & Hamprecht, Julia, 2013. "Endorser age and stereotypes: Consequences on brand age," Journal of Business Research, Elsevier, vol. 66(2), pages 207-215.

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