Principles of Corporate Rebranding

Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of Branding for a Brand Entering

Revamping an old brand. Reconnect with the customer using the price and value perception that was lost during the rebranding initiative by reintroducing an updated version of the old pricing strategy.

The article The Great Brand Controversy is written to display Lewis’ opinion of how brand names are losing popularity to a price driven economy. He supports his argument through

Several key points are presented in the article for how companies can be successful. The first, is that companies must be innovative and be willing “to change their core products or business models” (Bertolini et al., 2015, p. 90) to keep up with the change in the marketplace. This may require that they rebrand their product, or change their business

The purpose of this research is to address the rebranding survey put out by Umass Lowell and to give concise and informed student feedback to answer the several questions they wished to address. The marketing committee at the University of Massachusetts Lowell, looks to rebrand every four years, or when deemed necessary, to keep up with the current goals and successes of the school.

Klein’s last paragraph in the essay continues to provide readers with more information and support. She uses more anecdotal examples to further the audience’s familiarity with the concept of branding. Klein speaks on the issue of the brand being dead and how virtually nothing is left unbranded (Klein 778). This gives readers a nice gateway into exploring more about the concepts of branding and

The chances of the company’s initiative in regaining its initial image could only be successful if it gives the existing marketing strategy a face-lift. For the company to regenerate the consumers’ interest in the new brands of products, it has to establish a link between the traditional product brand and the current brands.

The Brand Techniques simulation is based on cosmetic company’s building of a new brand. Ca’Shara is a United States based cosmetic manufacturer and marketer of skin care, hair care, and make-up. Ca’Shara has an established brand presence and known for quality products. The recent consumer interest in natural products has made Ca’Shara management decide to cater to this segment of the cosmetic market. The company has decided on a 5,000 year old health care system from India called Ayurveda. As the newly appointed Brand Manager, I will be responsible for building the new brand

One Feminist technique for Julie’s case is reframing and relabeling. In the Feminist Therapy is referred to shifting from oneself and placing blame on society. It is a different outlook as compared to reframing in Family Systems. Reframing and relabeling can be effective when the client removes her focus and blame on him or herself and place it to the society. It provides a different insight for client. For example, instead for a client to blame on depression, the client will shift the blame to society for the reason for the client may have.

Plaza Home Health Services is a leader in providing home health services in Georgetown co-owned by Nancy Edwards and Jennifer Moore. Their pledge to provide exceptional home health service has commanded that their services be maintained at the maximum echelon, well above the competition. The entrepreneurs are relentlessly seeking methods to solidify their position in the market via economic control and deeper endeavors in constructing a brand that would be recognized as tantamount with unsurpassed quality home health service.

My company is medium-sized debt collection company named Evergreen Portfolio Management (EPM). The organization has several areas of specialty that focus on buying debt portfolios in bulk from first party creditors as well as acts as a servicer for larger companies and municipalities who may be unable to devote staff to collection efforts of default clients. The stigma of debt collection is not lost on the me as the CEO so I have decided to rebrand the company to align

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

Although brands do not solely refer to businesses and their products or services (e.g. charities, countries, celebrities), this essay will discuss their relevance to profits with regards to business operations unless specified. Where most companies must at some point make a decision (consciously or unconsciously) whether to brand their company or not, that question is often rhetorical. Brands are established whether the marketing manager says they should or not. The decision really is whether to implement conscious brand management within the business or not. That is the difference between a strong brands and weak brands. Where

Aspara, J. & Tikkanen, H. (2008). Adoption of corporate branding by managers: Case of a Nordic

Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.