Corporate Rebranding

Abstract

the changes they do in their brand. The present paper gives understanding about the corporate strategy
in rebranding their products and analyzes the impact of such strategies on brand equity. The paper
examines the clear cut view about Rebranding Strategy in industries. As will as eliminate the
competitors in the commodity market, and advertising and promoting the product to the people in
different way. The paper exposed a conceptual model to integrate different dimensions of rebranding.
Analyzing the rebranding strategy by determining the leverage of brand equity from Basic level of the
brand hierarchy to the other constitutes an interesting way for further research. Executives are
reminded that dimensions of rebranding needs to be managed holistically and supported by all
stakeholders, with specific attention given to employees' reactions. The present paper is of value to
anybody seeking to understand the rebranding technique, including academics and business managers