Corporate rebranding: destroying, transferring or creating brand equity?

@article{Muzellec2006CorporateRD,
  title={Corporate rebranding: destroying, transferring or creating brand equity?},
  author={Laurent Muzellec and Mary Lambkin},
  journal={European Journal of Marketing},
  year={2006},
  volume={40},
  pages={803-824}
}
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 corporate brand equity.Design/methodology/ approach – A cross‐sectional sample of 166 rebranded companies provides descriptive data on the context in which rebranding occurs. Two case studies provide… Expand

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