This paper presents insights on how to rebrand a nation with a negatively viewed brand name and identity caused by disaster, atrocity or political upheaval, to stimulate tourism. Following a review of the literature, the authors conceptualise the notion of negatively viewed nation brand and propose a positioning model for rebranding negatively viewed nation brand identity. The study reveals that nation brand association and identity redeployment in post genocide or natural disaster are critical resources for an effective nation rebranding exercise. The study provides insights on how tourism marketers can successfully leverage nation rebranding to stimulate tourism in the aftermath of a disaster. It proposes a theoretical framework for nation rebranding in post atrocity in emerging markets.

Purpose -This paper aims to theorise the concept of corporate brand covenant. Design/methodology/approach -Christian theology is drawn on to define and identify the source of the notion of covenant. Similarly, a review of the literature on the meaning and management of corporate branding is presented. Following a thorough review of the literature, the notion of a corporate brand covenant is conceptualised and discussed. This is firmly supported by a semiotic deconstruction of a corporate advertisement from HSBC. Findings -Six important findings emerged from the study. The first is the Christian theological insight into the notion of covenant. This finding drew the attention of corporate branding academics to the source of this phenomenon. Second, a total of six cardinal principles (initial scenario; a covenanter, a covenant and a covenantee; the covenant is binding on all parties; the covenant is perpetual; the covenant is irreversible; the covenant stems from God and is then handed on to man) were proposed. Third, a template highlighting how the biblical covenant is managed was conceptualised. Fourth, six mandatory components of corporate branding: firm's personality; corporate positioning; interactions; corporate communications; stakeholders; corporate reputation/image; were identified. Fifth, an integrative framework highlighting the points of linkages between the biblical covenant and the corporate brand-oriented covenant was developed. Sixth, a new definition of corporate brand covenant was suggested and supported by a semiotic deconstruction of HSBC's corporate advertising campaign. Research limitations/implications -There is little literature devoted to corporate brand covenant. The majority of works addressing this concept have done so anecdotally. Thus, by addressing this phenomenon via a Christian theological lens, the study solidifies the corporate branding literature, which at the moment lacks a strong foundation in social science theory. Practical implications -Practitioners are encouraged to remember that the successful management of a corporate brand begins with a thorough understanding of what a corporate brand covenant means. An understanding of this concept will enable managers to define and deploy strategies that will promote corporate branding issues. Originality/value -The paper extends the frontiers of existing anecdotal discourse on corporate brand covenant. In so doing, a fuller and more robust understanding of the concept of corporate branding among academics and practitioners is achieved.

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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

No abstract