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Working the Crowd by Eileen Brown

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MANAGING REBRANDS AND BRAND MIGRATION

Things change at the speed of a mouse click nowadays. Change is inevitable in the Web 2.0 world. So how do you manage your brand status whilst preparing for a rebrand? There are right and wrong ways to go about the migration of your brand which will be largely determined by how much you want your customers to be influenced by your new brand and how much you want to change customer perception.

Have you considered the reasons for your rebrand? Mergers and acquisitions are often a great opportunity for a brand revamp. Symantec acquired Quarterdeck in November 1998 and renamed its product CleanSweep to Norton CleanSweep. Symantec subsequently repositioned the entire product line by bundling a suite of products ...

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