Corporate rebranding after brand decline

Abstract

Purpose: The thesis aims to determine the main principles of corporate rebranding that companies should go through when revising declined brands. The thesis also covers topics of brand decline and main pitfalls of rebranding.

Design/methodology/approach: The thesis is based on academic literature from rebranding and brand decline fields. The literature consists of comprehensive literature reviews and case studies, that provides wide understanding of the topic.

Findings: The thesis covers six main principles that companies should focus in successful rebranding process. The most important principles were brand’s continuity and internal marketing. It also defines two important enablers that help companies to go through the principles. In the end, the thesis defines main pitfalls that companies should be aware of in rebranding process.

Value: Because of limited amount of rebranding literature comparing to the enormous role of rebranding in practice, this thesis gives wide understanding of rebranding and details that includes into it.