Rebranding

The concept of brand is a sort of complex relational symbol, which sums inclusively the integration of commodities, consumers and corporations. Nowadays the brand has become not only one of the most significant intangible assets but also the most value competitive predominance for corporations. The strategy of rebranding is one kind of brand revival, which is a process ofobtaining the sustaining competing power through innovation involving re-estimating and re-positioning and so forth on the base of current brand from the brand strategy's viewpoint. This thesis begins with the introduction of fundamental concepts such as brand's origin, definition and comprehension to demonstrate its supereminent status and power in the present competitive market. Then thoroughly probing the causes for rebranding, the thesis states the principal causes namely brand ageing, brand crisis, position failure, demands variety and strategic transformation with the diagnosis analysis. The research on the domestic enterprises'failures in brand construction and management due to unconsciousness of brand and improper exertion leads to proposing that the idea of rebranding is an economical and effective way of brand reconstruction. Consequentially, it researches into in depth the issues of re-position, core-value enhancement, image-renovation, quality guarantee, brand innovation, etc.