KNES 472 Lecture Notes - Lecture 5: Starbucks
Document Summary
Rebranding: rebranding: change the corporate image of a company or organization. Can be similar to branding but occurs for different reasons. Involves changing the brand name, logo, visuals, packaging, marketing materials and/or any other defining aspect of a brand"s consumer connectivity. Some corporations rebrand on a regular basis; however, the need can arise with a brand of any age usually prompted by an internal or external shift. Negative cultural connotations: global marketplace might incite unintended negativity, use of inappropriate imagery or signifiers. Product line change need to accurately represent extensions, etc. Need to further differentiate in relation to competition and/or target audience. Social awareness - brands often feel pressure from consumers, communities, government agencies or markets to become more socially and environmentally conscious. A shift in focus/market: example:nflmarketingtowomenwhenformerlyconsidered more of a male domain. Past transgressions: example: poor customer service, poor quality products, legal case, etc.
