Hi, I need information on rebranding theories the links should contain
the complete theory or a summary of it.
Also I need links to recent (1998-2001) cases of succesfull or
unsuccesful rebranding attempts either of companies or products
(preferably cases that took place in  Europe).
All cases  should  be available online.
Thank's in advance for your help.

---

Request for Question Clarification by tehuti-ga on 08 May 2003 13:05 PDT

What exactly do you mean by "rebranding theory"? Do you want opinions
from various quarters as to whether it is or is not a good thing?

---

Request for Question Clarification by easterangel-ga on 08 May 2003 18:45 PDT

Hi! I was able to find a definition and discussions on rebranding but
it seems it doesn't have a particular theory. Would the discussions
and definition be enough?

I was also able to find a lot of examples of companies who went
through the process of rebranding.

Please tell me if this would be enough and be accepted as a legitimate
answer?

:)

---

Clarification of Question by lifer-ga on 09 May 2003 00:45 PDT

For tehuti-ga: No, your suggestion is nowhere near to what I am
looking for thanks for your consideration.

Easterangel's answer is much closer to what I'm looking for and even
though I know there is no particular theory on rebranding I need at
least three or four suggested theories that are widely accepted.

Further on regarding the examples if at least three or four of them
concern UK companies I'd be willing to accept your answer.

thanks.

---

Request for Question Clarification by easterangel-ga on 09 May 2003 01:23 PDT

Hi. I cannot really find any reference to a re-branding theory or any
citation to such a concept. Furthermore, what is the criteria for the
theory to be considered as "widely accepted"?

If you like I will provide you with the examples. Would you also
accept them if most of them are not from the UK since most of the
studies are from the US? I was only able to find a few studies from
the UK.

Again just let me know. :)

---

Clarification of Question by lifer-ga on 09 May 2003 02:11 PDT

"widely accepted": to be discussed in a textbook, article or case
study by an academic or professional either in Public Relations,
advertising or marketing.

All examples are accepted as long as you give me at least three or
four UK ones I'm covered.

thanks for your help.

Hello Lifer, thanks for your question.
Easterangel was gracious to let me answer this after I showed him the
information I had collected. Many thanks to him.

Since you asked for links, I collected links from around the Internet
on your topic. There wasn’t one single source I saw that explained the
concept of rebranding, though there were many pages with tips and
opinions on how to do it right, as well as discussions on the concept.
I decided to go with those and listed them below. The theories you
need I suppose can be picked up from them:


Discussions of the concept:

The Motivation of Rebranding - Meeting gallery
http://www.meetinggallery.com/mpiweb/020917_WhyMPI/rebranding.ppt

AllAboutBranding.com : Rebranding at a deeper level - by St. John
Craner
http://allaboutbranding.com/index.lasso?article=291

Gritty Pearls - 2002-09-02 - Pittsburgh Business Times
http://pittsburgh.bizjournals.com/pittsburgh/stories/2002/09/02/smallb3.html

Why Can't We Say No To Brands? - Common Dreams News Center - Oct 17,
2000
http://www.commondreams.org/views/101700-104.htm

Rebranding your company - 2001-09-24 - Dallas Business Journal
http://dallas.bizjournals.com/dallas/stories/2001/09/24/smallb1.html

TCM Breaking News - 2001/12/25: Rebranding 'can be waste of time'
http://archives.tcm.ie/breakingnews/2001/12/25/story34330.asp

The Copernicus MZine - March 2001
http://www.copernicusmarketing.com/about/mzine/monthlyeds/march01.html

Strategymag.com - Rebranding 'branding': will overuse create a
backlash?
http://www.strategymag.com/articles/magazine/20020701/counterstrategy.html

Brains behind firm 'rebranding'
http://adtimes.nstp.com.my/archive/2001/jun10.htm


Successful Cases:

Product Rebranding Case Study UK Public Relations and Marketing
Communications
http://www.audax.co.uk/casestudies/petcare.htm

Orange full year 2001 Financial Results
http://www.prdomain.com/companies/o/orange/news_releases/200203mar/pr_orange_nr_20020321.htm

TELUS | annual report 2001 | our message | shareholder letter
http://about.telus.com/investors/annualreport2001/message/shareholder_letter5.html

INTERACT Multimedia - look at ‘Successful Rebranding Effort’ 
http://www.teaminteract.com/team/new.htm

Tiscali Report - mentions successful rebranding in France 
http://www.tiscali.com/investor/calendar/archive/pdf/may_02.pdf

Crescent Duraplyers - FutureBrand ID
http://www.cadinfo.net/editorial/duraplyers.htm


Unsuccessful cases:

Guardian Unlimited | The Guardian | What's in a name? Bolloxia
http://www.guardian.co.uk/comment/story/0,3604,651059,00.html

MediaGuardian.co.uk | Columnists | Chaos theory - failed rebranding of
OnDigital
http://media.guardian.co.uk/columnists/story/0,7550,675455,00.html

Londumb Live - about BBC (more of an opinion article)
http://www.londumb.co.uk/who2.html

Tom Zenk's column 10/25/02 - opinion that rebranding of World
Wrestling Federation into World Wrestling Entertainment was failure
http://www.geocities.com/Colosseum/Arena/9893/column58.htm

GoTo changes its name - Message board opinions
http://www.webmasterworld.com/forum33/1020.htm

Note: There are quite few sure items on unsuccessful rebranding
because I suppose companies do their best to make the public forget
them. Most articles on failed rebranding would be by critics and
aggressive commenters.


Other cases and links:
Adventnet.com Rebranding case
http://www.adventnet.com/products/webnms/StudioTools/Studio/help/tutorials/implementation_phase/rebranding/rebranding.html

Corporate Naming and Branding News from around the World
http://www.ahundredmonkeys.com/random_marketing/index1.htm

Palm Launches Rebranding Campaign - Nov. 2, 2000
http://www.internetnews.com/IAR/article.php/501631

Behind the new wave of corporate rebranding - March 19, 2001 -
Christian Science Monitor
http://csmweb2.emcweb.com/durable/2001/03/19/p16s2.htm


Google Search terms: 
successful rebranding
rebranding product
business rebranding
"what is" rebranding
rebranding failure
successful rebranding uk

I hope this has given you satisfactory information. Should I find
more, I will add them. If you find any problem with my answer, feel
free to drop a request for clarification and I shall respond. Thank
you.