About this document
Comprehensive Corporate Rebranding Model by Ioana Mircea is a document available to read on EtoBox.
This thesis examines corporate rebranding from three perspectives: existing literature, case studies of companies that rebranded, and consultancy experience. The author aims to develop a comprehensive model of corporate rebranding by analyzing seven key aspects of rebranding across the three perspectives. While literature captures some aspects of rebranding in practice, there are also gaps, particularly regarding facilitators, barriers, and measurement methods. By incorporating insights from practitioners,
- Author
- Ioana Mircea
- Language
- EN