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Rebranding the corporation

In: The Global Corporate Brand Book

Author

Listed:
  • Michael Morley

Abstract

In a dynamic and globalizing economy the one thing you can be sure of is the constancy of change — technological, societal and political. Add to this the speed of change and it is clear that only the most agile businesses will survive and prosper. Brands must use the winds of change to propel themselves into a stronger position or be blown off course and, on occasion, into oblivion.

Suggested Citation

  • Michael Morley, 2009. "Rebranding the corporation," Palgrave Macmillan Books, in: The Global Corporate Brand Book, chapter 12, pages 145-157, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23945-6_13
    DOI: 10.1057/9780230239456_13
    as

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