ABSTRACT
Corporate rebranding is an emerging domain of academic research and practitioner interest. Corporate rebranding has a major contribution to make to reinvigorating and enhancing corporate reputation. Corporate rebranding stands in contrast to corporate branding, which refers to the initial coherent articulation of the corporate brand and can occur at any time. This chapter examines corporate rebranding in several ways. It discusses a model of corporate rebranding drawing on six central principles. It proposes the literature on corporate rebranding to set the scene, noting that it appears in three main areas, namely corporate business, cities and not-for-profit rebranding. The chapter addresses defensive corporate rebranding for brands that have been in decline, neglected or for brands that have experienced brand damage. It considers the potential to incorporate sustainability into corporate rebranding. The chapter gives practical lessons for managers undertaking corporate rebranding. Articulating authenticity, corporate social responsibility or brand heritage may be important in the revised brand.
