ALIGNING THE BRAND IDENTITY AND BRAND IMAGE AFTER REBRANDING
The brand identity and brand image are two concepts used extensively in positioning. Many brands underwent a rebranding process attempting to improve their positioning. The rebranding process can bring minor changes or substantial changes. Following the substantial changes, there can appear a mismat...
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| Format: | Article |
| Language: | English |
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Universitaria Press Craiova
2016-11-01
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| Series: | Management & Marketing |
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| Online Access: | http://www.mnmk.ro/documents/2016_02/3.pdf |