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Radical Brand Evolution: A Case-Based Framework


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.

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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.

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Journal of Advertising Research
  • ISSN: 0021-8499
  • EISSN: 1740-1909
  • URL: /core/journals/journal-of-advertising-research
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