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Aspects regarding rebranding strategies - A conceptual and practical approach

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  • Moisescu, Ovidiu Ioan

Abstract

A brand is an extremely valuable intangible asset to any company and it communicates a set of values to its customers, employees, investors, and other stakeholders. Changing that identity or a part of it must be seen as a serious strategic decision, requiring careful planning. A rebranding strategy, which implies often a long-held brand name being discarded, must be profoundly analyzed before implementing it. This paper views rebranding as a permanent process, from revitalizing a current brand to a full name change, involving sometimes alterations in brand values and promises, and outlining some of the main approaches to renaming a corporate brand. It then presents a case history and an assessment of Orange's rebranding strategy during the last years.

Suggested Citation

  • Moisescu, Ovidiu Ioan, 2006. "Aspects regarding rebranding strategies - A conceptual and practical approach," MPRA Paper 32016, University Library of Munich, Germany, revised 2006.
    • Handle: RePEc:pra:mprapa:32016
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    File URL: https://mpra.ub.uni-muenchen.de/32016/1/MPRA_paper_32016.pdf
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    More about this item

    Keywords

    Brand Strategy; Rebranding; Brand Values;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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