Re branding: A Logical (and Possibly Risky) Plan for Many Mature Brands. Re branding is a major strategy for many mature brands. Some brands make minor changes while others change a wide variety of marketing mix factors. Some brands slowly make the changes over an extended period of time while others seek maximum impact by making many changes at the same time.
Your assignment is to write a manuscript where you (a) provide a list of 4 to 6 rules to follow when a brand considers re branding as a major change. Your list should be provided in priority order and you need to clearly explain / justify your proposed list. Your document should also address some specific issues that are seen in many re branding situations, such as: (a) logo change, (b) product change, (c) pricing change, (d) change in advertising message, (e) change in advertising media, and (f) other changes. When addressing these items provide examples where these changes were a part of a successful rebranding program.
Here are three resources for data (but you should conduct added research):
8:00 Rebranding video. Top 10 mistakes brands make when rebranding
Aquino, J. (2011, February 10). The 10 most successful re branding campaigns. Business Insider.com. Retrieved from
https://www.businessinsider.com/10-most-successful-rebranding-campaigns-2011-2#
Case study: Timberland
Halzack, S. (2015, January 2). How Timberland Used Customer Data to Reboot It’s Brand. Washington Post.
https://www.washingtonpost.com/news/business/wp/2015/01/02/how-timberland-used-customer-data-to-reboot-its-brand/
Format:
1. Cover page
2. Table of Content
3. Executive Summary
4. graphics titled (minimum of 4 images
5. images/graphics cited in references
6. references in strict APA style
7. Email draft by 5:00 on Friday
Last Completed Projects
| topic title | academic level | Writer | delivered |
|---|