Essay about Principles of Corporate Rebranding

8157 Words Dec 1st, 2012 33 Pages
The current issue and full text archive of this journal is available at www.emeraldinsight.com/0309-0566.htm Principles of corporate rebranding Principles of corporate rebranding

Bill Merrilees and Dale Miller
Department of Marketing, Griffith University, Gold Coast, Australia
Abstract
Purpose – The paper aims to highlight the importance of corporate rebranding in branding practice, which is neglected in theoretical treatment, so an extended theory is to be developed.
Design/methodology/approach – From the literature, the existing state of the theory of corporate rebranding is articulated. That theory is extended by the development of six principles and by case research. The principles are illustrated in the case of a
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Another way of expressing the organisational aspect is to emphasise the role of internal processes or internal branding as part of corporate branding (Bergstrom et al., 2002; Gapp and Merrilees, 2006; Vallaster and de
Chernatony, 2006). Secondly, corporate brands are likely to be more central and strategic, controlled by higher-level management such as the Chief Executive Officer
(Hatch and Schultz, 2003). Thirdly, corporate brands are likely to be more abstract, representing higher-order values (like freedom or purity) compared to more functionally based product brands (de Chernatony, 2002; Urde, 2003). Fourthly, corporate brands are more complex, with potentially different brand meanings across different stakeholders (Balmer and Greyser, 2002).
Most relevant literature deals with specific issues such as the potential gap between the espoused corporate brand and the actual brand image stakeholders may have of a company (Davies and Chun, 2002). However, Knox and Bickerton (2003) and Hatch and
Shultz (2001, 2003) give useful frameworks for integrating components of corporate branding. Corporate rebranding can be contrasted to corporate branding, which refers to the initial coherent articulation of the corporate brand and can occur at any time. Corporate rebranding refers to the disjunction or change between an initially formulated corporate brand and a new formulation. The change in brand

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