This paper seeks to create an epistemologically grounded understanding of the causes and process of corporate
rebranding via the lens of the theory of evolution by natural selection. A review of the factors that trigger
corporate rebranding, as reported in academic literature, is made. Following the review, a case is made for the
absence of an epistemologically grounded understanding of why firms rebrand. Consequently, the theory of
evolution by natural selection is brought forward as a platform for the development of a new model that
explicates the causes and process of corporate rebranding. A new model anchored on the theory of evolution by
natural selection, and a new definition of corporate rebranding is advanced. Essentially, the model offers
epistemologically grounded reasons for ascendancy of corporate rebranding in the environment. This is a
conceptual paper – meaning that the model suggested in this study is yet to be subjected to a serious empirical
exercise. The review of literature indicates the absence of an epistemologically grounded understanding of the
causes and process of corporate rebranding in the business environment. The pursuit of this exercise therefore
makes this work original, unique and valuable

Econet Wireless, a Nigerian mobile telephone network rebranded five times within the space of eight years to become what it is today, Airtel Nigeria. This research sought to know the impact of multiple rebranding on the loyalty of the network’s subscribers and the general attitude of the Nigerian towards branding in the telephony business. A survey was carried out on subscriber attitude towards Airtel as a result of the multiple rebranding through which it emerged. Questionnaires were distributed based on cluster sampling. Pearson Chi-Square was used to test the validity of the final results (cross tabulations) on a value of 0.05 and above. This research confirms communication as the vehicle for transferring brand equity; shows that multiple rebranding does not significantly affect attitude towards telecommunications brands; and that Nigerians do not really care about branding in telecommunications and/or the telecommunications companies are not doing a good job of branding. This study focuses on only a segment of the global satellite mobile (gsm) market – students of a higher institution. The perspective of the students may not be representative of the whole global satellite mobile (gsm) market in Lagos. It is also limited to the telephony market in Nigeria, an emerging market. This is an original work in the sense that there is no literature anywhere on the phenomenon of multiple rebranding, let alone its effect on customer loyalty.

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This paper explores rhetoric theory as a comprehensive theory of the advertising development process. It compares the five canons of rhetoric with the stages in the advertising development process to explore the possibility of finding parallels between them. Close examination and comparison suggest there are parallels. It goes further to examine whether the generative mechanisms of each canon have explanations for strategies employed in its equivalent stage in the advertising development process. To explore fully, principles extracted from rhetoric theory and a model developed from it subsequently found support in advertising practice and findings from advertising research. The theory states that the principles of rhetoric must undergird strategies in the advertising development process before persuasiveness can be guaranteed. This is the "big picture" perspective which the theory proffers for both research and practice.

No abstract