Marketing Management - to rebrand or not?...

Interesting article about this here (would summarise but it's better done there):
http://www.clickok.org/Marketing%20Management%20-%20To%20Rebrand%20or%20Not.pdf

Re : Marketing Management - to rebrand or not?

Interesting.

I think if the brand was already successful and established then there would be no reason to change the status quo.

Many brands that are acquired for that reason keep their name for a long time - just think of all the banks like Natwest and so on that are actually owned by other banks, all the food companies owned by other food companies etc.

Re : Marketing Management - to rebrand or not?

If it is not broke don't fix it