Excerpt
Table of Contents
Abstract
Zusammenfassung
List of Figures
List of Tables
List of Abbreviations
1. Introduction
2. Old wine in new bottles: Principles of corporate rebranding
2.1 Brands and brains – basic branding theory from a cognitive perspective
2.2 Dimensions of rebranding
2.2.1 From color shift to brand name change: different acts and motives of rebranding
2.2.2 Distinct marketing strategies for managing the rebranding process
3. Rebranding from a consumer perspective
3.2 Brand equity transfer: re-branding is re-settling consumer associations
3.3 Consumer response scenarios with regard to consumers’ brand awareness and brand image
3.3.1 The consumer decision-making process
3.3.2 Brand agnosia or surprise effect – impacts on brand awareness
3.3.3 What the consumer thinks: impact on brand image
3.3.4 Outlined response scenarios at a glance
3.4 Derived implications for marketers to avoid brand equity loss
4. Outlook and conclusion
References
Image References
- Quote paper
- Teresa Pavelka (Author), 2014, Consumer Responses to "Rebranding". The Concept of Brand Equity Transfers and Four Different Consumer Response Scenarios, Munich, GRIN Verlag, https://www.grin.com/document/298646
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