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Branding

1. BRANDING

„« Primary Research is essential. Even if it is only anecdotal and informal. You need to determine your core brand (extended values and brand history/story). It will be important for you to find out what your businesses current customers think of the current brand and where the problems lie. Time needs to be taken and corners must not be cut. A renaming and rebranding exercise has the potential for a business to lose an incredible amount of brand equity if all stakeholders are not considered. What Equity has already been build up and what heritage has already been established? It is important that this is not lost. It could be that the heritage of the business is something that you can leverage your rebranding efforts off. It will be key to recognise what the current brand does mean and what aspects don¡¦t want to be lost. Before beginning a renaming and rebranding project you need to be very clear on where you want to move from. This research will give you a......


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Approximate Word Count: 891
Approximate Pages: 4 (250 words per double-spaced page)

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