A New CI and Rebranding Experience using the SK Brand Management System

Rhee, Noh Jong; Han, Eun Kyoung

doi:10.1057/palgrave.crr.1550030

Cited by 2 publications

(2 citation statements)

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“…Managers undertake qualitative and quantitative research to understand the market environment for the brand (situation analysis) and discern the perceptions of the brand among key stakeholders. In the case of for‐profit organizations, the research sample usually consists of customers, employees and managers (Bradbury and Catley ; Rhee and Han ). For more complex place brands, a broader array of stakeholders, such as residents and community groups, forms the sample (Mitchell and Kirkup ).…”

Section: Resultsmentioning

confidence: 99%

“…Developing brand understanding (Phase One). Rebranding organizations usually engage in research to develop the revised corporate brand Rhee and Han 2006). Managers undertake qualitative and quantitative research to understand the market environment for the brand (situation analysis) and discern the perceptions of the brand among key stakeholders.…”

Section: Strong Rebranding Leadership (Multi-phase)mentioning

confidence: 99%

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Corporate Rebranding: An Integrative Review of Major Enablers and Barriers to the Rebranding Process

Miller

Merrilees

Yakimova

2013

Int J Management Reviews

110

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In the field of corporate rebranding, which is an emerging area of research, the literature consists largely of descriptive case studies that are scattered across diverse contexts. These studies take divergent theoretical perspectives that often inform only aspects of rebranding, leaving researchers and managers without a comprehensive understanding of the corporate rebranding process. In adopting a holistic theory of corporate rebranding to organize a review of the literature, this study aims to present an integrated review of the major enablers and barriers to corporate rebranding, with special attention to contextual factors. Through an examination of 76 cases in 61 articles, the paper contributes a new general model of corporate rebranding. Unlike previous models of corporate rebranding, the new model incorporates both single‐ and multi‐phase enablers and barriers. Critical to successful corporate rebranding are the identification and application of six major enablers, including strong rebranding leadership and coordination among multiple functions and stakeholder groups. The new model suggests directions for future research, and the paper discusses how managers can use the model to inform rebranding practice and improve corporate rebranding outcomes.

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Section: Resultsmentioning

confidence: 99%

Section: Strong Rebranding Leadership (Multi-phase)mentioning

confidence: 99%

Corporate Rebranding: An Integrative Review of Major Enablers and Barriers to the Rebranding Process

Miller

Merrilees

Yakimova

2013

Int J Management Reviews

110

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La Gestión De Marca Con Orientación Al Mercado. Una Perspectiva Desde Los Franquiciados

Monge

González

2008

estud.gerenc.

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Currently, the final consumer is being studied by administrators and brand manager because the effects of the brand in the market are too important. Besides that, franchises’ brand activities, especially in Mexican franchises, have not been enough researched. If we take into account that franchises have an important participation in the economy, and represent a success alternative for growth and expansion to domestic and international markets, it is needed to analyze the brand management influence over the consumer’s perception. This will be the main objective of this document. After a theoretical justification, an empirical study is done, applying the Structural Equation Modeling to information retrieved by surveys and interviews in an example of Mexican franchisees with at least five years in Mexico in the categories of foods, restaurants and beverages. The statistical results, underline the clearly proposal that the internal component of the brand management is determinant in the market; although, that is showed weak internal forces that affect the positive image at the consumer.

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A New CI and Rebranding Experience using the SK Brand Management System

Cited by 2 publications

References 1 publication

Corporate Rebranding: An Integrative Review of Major Enablers and Barriers to the Rebranding Process

Corporate Rebranding: An Integrative Review of Major Enablers and Barriers to the Rebranding Process

La Gestión De Marca Con Orientación Al Mercado. Una Perspectiva Desde Los Franquiciados

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