Principles of Corporate Rebranding

The current issue and full text archive of this journal is available at www.emeraldinsight.com/0309-0566.htm Principles of corporate rebranding Principles of corporate rebranding

Bill Merrilees and Dale Miller
Department of Marketing, Griffith University, Gold Coast, Australia
Abstract
Purpose – The paper aims to highlight the importance of corporate rebranding in branding practice, which is neglected in theoretical treatment, so an extended theory is to be developed.
Design/methodology/approach – From the literature, the existing state of the theory of corporate rebranding is articulated. That theory is extended by the development of six principles and by case research. The principles are illustrated in the case of a Canadian leather goods retailer which has implemented a major corporate rebranding strategy. The paper demonstrates the value of organisational single case studies as a precursor to further research.
Findings – The single case enables a more in-depth analysis of how branding principles were applied to corporate rebranding. All six principles were supported, indicating the need for maintaining core values and cultivating the brand, linking the existing brand with the revised brand, targeting new segments, getting stakeholder “buy-in”, achieving alignment of brand elements and the importance of promotion in awareness building.
Originality/value – Although corporate rebranding is often used narrowly in practice as renaming, this paper redresses the limited attempts to build theory in this area of marketing. It attempts to build a more sophisticated and substantial theory of corporate rebranding.

537
Received April 2006
Revised November 2006
Accepted March 2007

Keywords Brands, Corporate branding, Innovation, Case studies
Paper type Research paper

Introduction
Rebranding is ubiquitous in branding practice. Corporate rebranding, in its many facets of brand renewal, refreshment, makeover, reinvention, renaming and

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