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Other Papers on :Branding

P/M/113. Branding and why do companies change brand names?

(2003, 2500 words)

This paper analyses the reasons why do organisations change their brands. The reasons analyses are the need of update, changes in the company (.e.g. merger), Brand extensions and etc. Benefits and drawbacks of changing the brand are highlighted. Several suggestions on how to make successful brand name change are outlined. Paper is illustrated by suitable examples.
 
   
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