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A brand is a valuable asset, communicating a clear set of values to its stakeholders. Rebranding, by definition changing that identity, must be seen as a serious strategic decision, requiring careful planning. Indeed, corporate rebranding - where sometimes a long-held brand name is discarded would seem to challenge fundamental axioms of marketing.
This paper views rebranding as a continuum, from revitalising a current brand, to a full name change involving alterations in brand values and promises. It outlines four approaches to renaming a corporate brand. It then presents a case history of Vodafone's external and internal communications strategy when rebranding Eircell to Vodafone. Finally, a corporate rebranding framework is proposed to help companies manage the rebranding process.
In a recent edition of Irish Marketing Review, Muzellec et al. (2003) set out to provide a preliminary investigation of the corporate rebranding phenomenon. They defined it, analysed its main drivers, and examined the process involved in selecting and establishing a new corporate brand. Their work set down a useful marker in an area that remains under-researched in the academy despite much real-world activity in corporate rebranding. This article continues exploration of the phenomenon.
In doing so it concentrates on the following. First, it views rebranding as a continuum, from revitalising a current brand to a full name change involving alterations in brand values and promises. second, it outlines four approaches to renaming a corporate brand. It then presents a case history: Vodafone's external and internal communications strategy when rebranding Eircell to Vodafone. Finally, a corporate rebranding framework is proposed to help companies manage the rebranding process. The framework draws on Vodafone's strategy and on other exploratory research conducted by the authors with management, employees and customers of companies involved in such rebranding.
Rebranding Continuum
A brand is much more than a name and the physical embodiment of that name on stationery, clothes, plant, equipment, flags, and so on. A brand has a meaning to all stakeholders, and arguably most importantly to external and internal customers. For them it represents a set of values and promises and even a personality. Thus, it is key to a positioning strategy, as it conveys an image not only through its name and aesthetics but, importantly, through a branded customer...