Barrett

Barrett, The Honors College at Arizona State University proudly showcases the work of undergraduate honors students by sharing this collection exclusively with the ASU community.

Barrett accepts high performing, academically engaged undergraduate students and works with them in collaboration with all of the other academic units at Arizona State University. All Barrett students complete a thesis or creative project which is an opportunity to explore an intellectual interest and produce an original piece of scholarly research. The thesis or creative project is supervised and defended in front of a faculty committee. Students are able to engage with professors who are nationally recognized in their fields and committed to working with honors students. Completing a Barrett thesis or creative project is an opportunity for undergraduate honors students to contribute to the ASU academic community in a meaningful way.

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The Staying Power of a Brand: An analysis of rebranding fast-moving consumer goods

Description
In this thesis, I attempted to analyze different rebrands that proved to be either successful or unsuccessful. As case studies, I looked into Old Spice and Sprite, the successful rebrands, and Tropicana, the unsuccessful one. From there, I attempted to breakdown and provide an analysis of similarities and differences of…

In this thesis, I attempted to analyze different rebrands that proved to be either successful or unsuccessful. As case studies, I looked into Old Spice and Sprite, the successful rebrands, and Tropicana, the unsuccessful one. From there, I attempted to breakdown and provide an analysis of similarities and differences of the factors affecting the successful rebrands, as well as between the successful and unsuccessful rebrands. This included key aspects such as the effects of competition as well as what external and internal conditions affected the result of the rebrand.

Additionally, I provided a self-made framework that analyzes several factors that make up the market which companies should research and be aware of. This framework breaks down into both external, how market, customer, and competitive factors lend themselves to a rebrand as well as internal, how the rebrand will address the market and how the brand image will be changed by the rebranding.
ContributorsWright, Hunter (Author) / Riker, Elise (Thesis director) / Bonfiglio, Thomas (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05