| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 93 === The greatest challenge in managing brands is altering the marketing strategies and directions to adjust the proper activites in time to face the changes in the marketing environment. Companies always want to set up strong brand equity by inputting a lot of resources. Upon facing the brand managed problem, companies often adjust the market segment, the target market, the market position or the marketing elements (product, price, place, promotion). Companies rarely consider changing the brand names of the brand identities. Because this means that the companies would need to rebrand the original products again in the market.
Rebranding means that when companies changing the name of the brand, how do they make the comprehensive planning and execution. This research uses the case study method to explore the changing tactics of brand identities, the organizational and marketing communication, the assessment way of brand performance, and what are the motives of companies to rebrand their products.
The results of this study show the motives of companies rebranding their products are mainly because of internationalization considering, business agencies changing, merging and acquiring, integrating of the global resources , and changing the brand image, etc. These considerations are due to management strategies, not to brand management problems.The types of rebranding the products and companies are different. Companies adopt different promotion strategies to change the brand names. The degree of emphasis they put on their brand names changing are also different from one another.
When companies decide to rebrand their products, they usually achieve consistency by meeting in the organizational communication. The marketing resource allocation is related to the effects in different marketing communication tools. The cooperation between enterprises and advertising agents will not be changed by rebranding. Enterprises emphasize the quantity index more than quality index in the brand performance of rebranding. The top priority are on the sales volumes and the market share. The structure of the brand knowledge (brand awareness and brand image) is the second priority.
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