Corporate Rebranding: An Integrative Review of Major Enablers and Barriers to the Rebranding Process

25 Pages Posted: 2 Jul 2014

See all articles by Dale Miller

Dale Miller

Griffith University

Bill Merrilees

Griffith University - School of Marketing

Raisa Yakimova

Griffith University - School of Marketing

Date Written: July 2014

Abstract

In the field of corporate rebranding, which is an emerging area of research, the literature consists largely of descriptive case studies that are scattered across diverse contexts. These studies take divergent theoretical perspectives that often inform only aspects of rebranding, leaving researchers and managers without a comprehensive understanding of the corporate rebranding process. In adopting a holistic theory of corporate rebranding to organize a review of the literature, this study aims to present an integrated review of the major enablers and barriers to corporate rebranding, with special attention to contextual factors. Through an examination of 76 cases in 61 articles, the paper contributes a new general model of corporate rebranding. Unlike previous models of corporate rebranding, the new model incorporates both single‐ and multi‐phase enablers and barriers. Critical to successful corporate rebranding are the identification and application of six major enablers, including strong rebranding leadership and coordination among multiple functions and stakeholder groups. The new model suggests directions for future research, and the paper discusses how managers can use the model to inform rebranding practice and improve corporate rebranding outcomes.

Suggested Citation

Miller, Dale and Merrilees, Bill and Yakimova, Raisa, Corporate Rebranding: An Integrative Review of Major Enablers and Barriers to the Rebranding Process (July 2014). International Journal of Management Reviews, Vol. 16, Issue 3, pp. 265-289, 2014. Available at SSRN: https://ssrn.com/abstract=2461406 or http://dx.doi.org/10.1111/ijmr.12020

Dale Miller

Griffith University ( email )

170 Kessels Road
Nathan, Queensland QLD 4111
Australia

Bill Merrilees

Griffith University - School of Marketing ( email )

Australia

Raisa Yakimova

Griffith University - School of Marketing ( email )

Australia

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