This article explores the rebranding boom in the USA and around the world, citing numerous examples of strategies that worked as well as some famous attempts that missed the mark. The authors have two main objectives: to analyze the pitfalls of rebranding campaigns and to present six strategic...

Corporations must routinely ask “how should we allocate existing financial and human resources among our brands to grow shareholder value?” Firms should focus on getting the most from existing brands through better organizing and managing brands and brand inter‐relationships within the...