Rebranding: An Introduction

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From the beginning of the 21st century, there has been a spurt in the rebranding process in almost all walks of human activity, around the world. A well-managed brand can be a mullti-bagger for a company. But nowadays, there is clutter of brands and products in the marketplace. Companies find it difficult to differentiate their products from their competitors’. In such cases, they resort to a rebranding exercise to boost up the brand’s image. Rebranding is the process by which a product or service that was developed, marketed and distributed with one brand name or a company’s image or product specialty, is marketed or distributed with a different identity after rebranding. According to Tony Spaeth, the renowned Identity Consultant, there are two kinds of rebranding – the ‘have to’ and the ‘want to’. Rebranding can be applied to new products as well as mature products. Rebranding is a cost-effective process as compared to a new product launch. MNCs and large Corporations adopt rebranding to effect minor make-overs to their brands to serve multiple cultural affinities, when they expand their operations across the border. Rebranding is no longer considered ‘old wine in new bottle’. It is a powerful tool in the hands of marketers to reach out to uncharted markets. This book provides in-depth analyses explaining the rationale behind rebranding. Many successful rebranding stories are narrated in the book highlighting the usefulness of this new marketing tool.

ABOUT THE AUTHOR P.S. Gopalakrishnan

P.S. Gopalakrishnan holds a bachelor's degree in Electrical Engineering and an MBA in Marketing from Bangalore University. He has over 30 years of industry experience. After taking voluntary retirement as a Deputy Chief Engineer, he worked as a Technical Consultant for a Software firm for about a year. Currently, he is working as a Consulting Editor at the Icfai Research Center, Bangalore. His areas of interest include Marketing in general and Branding, Business Strategy in particular, and has edited six books in these areas.

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Bibliographic information

Title
Rebranding: An Introduction
Author
Edition
1st ed.
Publisher
ISBN
8131407756
Length
232p.
Subjects