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- Creators: Bonfiglio, Thomas
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 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.
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