What should organisations be concerned about in corporate rebranding from a strategic point of view?

What should organisations be concerned about in corporate rebranding from a strategic point of view? Dissertation example
Masters
Dissertation
Marketing
Pages 54 (13554 words)
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The term rebranding refers to the process that leads to the creation of a new symbol, logo, name, or all three in combination, for a corporate house. Corporate rebranding is undertaken with the specific objective of creating a perspective shift and a change in stand, in the minds of the stakeholders and business rivals…

Introduction

Business firms use rebranding typically in an attempt to remove some negative associations, improve sales, giving it a modern look, or during mergers and acquisitions, to change the way the corporation is viewed. The issue of corporate-rebranding though quite popularly used amongst corporates to change identities and is seen featured regularly in business reviews and business related news, has been largely ignored largely by the academic/scholarly world, leading to a serious lack of research articles on this topic. Aim – The chief objective of this paper is to delineate the term corporate rebranding in addition to the various underlying theories that create a framework for the process. ...
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