Analyses the potential challenges and benefits of rebranding initiatives on existing brand perceptions, considering factors such as consumer attachment and market positioning.

Marketing
20th Edition
ISBN:9780357033791
Author:Pride, William M
Publisher:Pride, William M
Chapter11: Product Concepts, Branding, And Packaging
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Analyses the potential challenges and benefits of rebranding initiatives on existing brand perceptions, considering factors such as consumer attachment and market positioning.
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