KINGSTON BUSINESS SCHOOL
Kingston University Occasional Paper Series No 48
Date: February 2002
AUTHOR:
Wendy Lomax, Martha Mador and Angelo Fitzhenry
ABSTRACT:
The arena of corporate re-branding has seen considerable activity in recent years, with many organisations treating a change of name as a prerequisite to transforming their image. So the Post Office is re-named Consignia, and the Spastics Society is reborn as Scope. Past constraints are relieved by a new name. But, although much has been spent on this process, there is little in the public domain to enable us to benefit from the experiences of these companies. This qualitative study examines seven UK-based organisations which have re-branded in the past five years. The sectors are diverse, ranging from energy to charity. Depth interviews were conducted with key decision makers in each organisation, with the aim of capturing their experiences of re-branding. The aim was to understand better the complex and infrequent process of re-naming, and to identify key issue areas which those undertaking a re-branding process need to manage. Ultimately, this will contribute to the development of a best practice model so that other companies might benefit from their experience.
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