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Radical Brand Evolution: A Case-Based Framework

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  • MERRILEES, BILL

Abstract

The article highlights the importance of brand evolution as a necessary component of successful marketing strategy. In particular the article emphasizes the decision to revitalize the core brand. Three key constructs are used as a framework for analyzing rebranding decisions, namely brand vision, brand orientation, and brand strategy implementation. It is proposed that the key to successful rebranding is the need to build each of these three components as well as ensuring that they are tightly linked and coordinated. The normative framework was applied to a major Canadian retailer, Canadian Tire, and found to be helpful in analyzing their rebranding. Lessons have been drawn from the case study, including the important role of advertising.

Suggested Citation

  • Merrilees, Bill, 2005. "Radical Brand Evolution: A Case-Based Framework," Journal of Advertising Research, Cambridge University Press, vol. 45(2), pages 201-210, June.
    • Handle: RePEc:cup:jadres:v:45:y:2005:i:02:p:201-210_05
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    Citations

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    Cited by:

    1. Christel de Lassus & Maria Mercanti-Guérin, 2019. "Defending a brand's luxury positioning thanks to its brand champion: the key role of the art director on instagram [Défendre le positionnement luxe d'une marque grâce à son champion de marque: le r," Post-Print hal-02317551, HAL.
    2. Huber, Frank & Meyer, Frederik & Vogel, Johannes & Weihrauch, Andrea & Hamprecht, Julia, 2013. "Endorser age and stereotypes: Consequences on brand age," Journal of Business Research, Elsevier, vol. 66(2), pages 207-215.
    3. Raisa Yakimova & Felix Mavondo & Susan Freeman & Helen Stuart, 2017. "Brand champion behaviour: Its role in corporate branding," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 575-591, November.
    4. Pearl Owusua Yeboah & Michael Addaney, 2016. "Corporate rebranding and performance of financial institutions in Ghana," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 6(7), pages 150-166, July.
    5. Miller, Dale & Merrilees, Bill, 2013. "Rebuilding community corporate brands: A total stakeholder involvement approach," Journal of Business Research, Elsevier, vol. 66(2), pages 172-179.
    6. Müller, Brigitte & Kocher, Bruno & Crettaz, Antoine, 2013. "The effects of visual rejuvenation through brand logos," Journal of Business Research, Elsevier, vol. 66(1), pages 82-88.
    7. Baumert, Thomas & de Obesso, María de las Mercedes, 2021. "Brand antiquity and value perception: Are customers willing to pay higher prices for older brands?," Journal of Business Research, Elsevier, vol. 123(C), pages 241-254.
    8. Muhammad Anees-ur-Rehman & Ho Yin Wong & Mokter Hossain, 2016. "The progression of brand orientation literature in twenty years: A systematic literature review," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 612-630, November.
    9. Koshy, Abraham & Narayanan, Priya, 2017. "A Study of the Evolution of Nature and Narration of Brands in an Emerging Market," IIMA Working Papers WP 2017-05-01, Indian Institute of Management Ahmedabad, Research and Publication Department.

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