This paper considers the case of four virtual brands (Duff Beer, Bertie Botts Every Flavor Beans, Margaritaville and Aimee Weber) and the attachment of these brands to physical products in the real and virtual worlds. The authors contend these cases are not merely manifestations of the 'reverse...

Purpose – Companies changing their brand names are frequently reported in the business press but this phenomenon has as yet received little academic attention. This paper sets out to understand the drivers of the corporate rebranding phenomenon and to analyse the impact of such strategies on...