Rebranding Case Study: the pitfalls of undertaking rebranding strategies in the consumer domain

Rebranding Case Study: the pitfalls of undertaking rebranding strategies in the consumer domain


October 29, 2009
SKU: DFMN2500521
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Introduction

This case study on rebranding forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at while product rebrands are perceived to be a good way of invigorating a brand, they often end in failure, citing three examples, Vegemite's brand extension, Tropicana's new packaging and Cadbury's Dairy Milk megabranding.

Reasons to Purchase
  • Gain insight into the methods used by important industry players to give them a competitive edge
  • Identify specific areas for operational improvements
  • Capitalize on the knowledge of experienced companies when entering a new niche or market



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