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Rebranding is a marketing strategy in which a new name, term, symbol, design, concept or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders. [1]
Used widely in the United Kingdom as it is the dominant brand. [179] PowerPoint: Slide show presentation program: Microsoft [185] Pritt Stick Glue stick: Henkel: A newspaper article by the Daily Mirror (on 27 March 2010) treated the brand as a generic name, [186] another example of use is by The Guardian on its 16 June 2007 article. [187] Putt ...
Emap was rebranded as Top Right in 2012, then to Ascential in 2015 [16] Freeserve changed to Wanadoo and then to Orange in 2006; GM Daewoo became Chevrolet in Africa, Australasia and Europe in 2008; GoldStar became LG Electronics on February 28, 1995 after merging with Lucky Chemical - LG is an initialism of Lucky Goldstar. [17]
The digital bank's president of commercial and consumer banking says Ally had a "hodgepodge" of corporate cultures when it rebranded in 2009.
In the automotive industry, rebadging is a form of market segmentation used by automobile manufacturers around the world. To allow for product differentiation without designing or engineering a new model or brand (at high cost or risk), a manufacturer creates a distinct automobile by applying a new "badge" or trademark (brand, logo, or manufacturer's name/make/marque) to an existing product line.
The ways in which corporate brands and other brands interact is known as the corporate brand architecture. Corporate branding affects multiple stakeholders (e.g., employees, investors) and impacts many aspects of companies such as the evaluation of their product and services, corporate identity and culture , sponsorship , employment ...
Most companies aim for "Top-of-Mind" which occurs when a brand pops into a consumer's mind when asked to name brands in a product category. For example, when someone is asked to name a type of facial tissue, the common answer, "Kleenex", will represent a top-of-mind brand. Top-of-mind awareness is a special case of brand recall.
America Online CEO Stephen M. Case, left, and Time Warner CEO Gerald M. Levin listen to senators' opening statements during a hearing before the Senate Judiciary Committee on the merger of the two ...