Skip to main content
×
Home
    • Aa
    • Aa

Radical Brand Evolution: A Case-Based Framework

  • BILL MERRILEES (a1)
Abstract

The article highlights the importance of brand evolution as a necessary component of successful marketing strategy. In particular the article emphasizes the decision to revitalize the core brand. Three key constructs are used as a framework for analyzing rebranding decisions, namely brand vision, brand orientation, and brand strategy implementation. It is proposed that the key to successful rebranding is the need to build each of these three components as well as ensuring that they are tightly linked and coordinated. The normative framework was applied to a major Canadian retailer, Canadian Tire, and found to be helpful in analyzing their rebranding. Lessons have been drawn from the case study, including the important role of advertising.

Copyright
Linked references
Hide All

This list contains references from the content that can be linked to their source. For a full set of references and notes please see the PDF or HTML where available.

de Chernatony, L., and F. Dall'Olmo Riley. “Modelling the Components of the Brand.” European Journal of Marketing 32, 11/12 (1998): 107490.

Park, C., B. Jaworski, and D. MacInnis. “Strategic Brand Concept-Image Management.” Journal of Marketing 50, 4 (1986): 13545.

Urde, M.Brand Orientation: A Mindset for Building Brands into Strategic Resources.” Journal of Marketing Management 15, 1–3 (1999): 11733.

Wong, H., and B. Merrilees. “A Brand Orientation Typology for SMEs: A Case Research Approach.” Journal of Product & Brand Management 14, 3 (2005): 15562.

Recommend this journal

Email your librarian or administrator to recommend adding this journal to your organisation's collection.

Journal of Advertising Research
  • ISSN: 0021-8499
  • EISSN: 1740-1909
  • URL: /core/journals/journal-of-advertising-research
Please enter your name
Please enter a valid email address
Who would you like to send this to? *
×

Metrics

Full text views

Total number of HTML views: 7
Total number of PDF views: 44 *
Loading metrics...

Abstract views

Total abstract views: 261 *
Loading metrics...

* Views captured on Cambridge Core between September 2016 - 26th March 2017. This data will be updated every 24 hours.