Marketing Strategies: Rebranding as a Means of Redeeming Corporate Image of Products and Organizations

DIBIE, VICTOR MONDAY
Department of Marketing
Michael Okpara University of Agriculture, Umudike, Abia State – Nigeria
E-mail: v.dibie@yahoo.com
ABSTRACT
This paper discussed on marketing strategies: rebranding as a means of
redeeming corporate image of a product and organization. The study sees
rebranding as a marketing strategy in which a new name, term, symbol,
design, or combination thereof is created for an established brand with
the intention of developing a new, differentiated identity in the minds of
consumers, investors, and competitors. It noted that Strong brand can
create options of growth, command market share, barrier of entry for
competitors and consumer loyalty. The researcher concluded that
rebranding is mostly necessary especially if the corporation feels they
have to meet with the competitive demand of market forces. Rebranding
is a continuous process. For as long as the company exists it is worthwhile
for the corporation to be involved in rebranding. It is recommended
therefore, that corporation should be involved in rebranding from time to