The Application of Integrated Marketing Communication in the Corporate Rebranding Process

DOI

10.2991/assehr.k.211209.002How to use a DOI?

Keywords

Marketing; Corporate Rebranding; Brand Management; Integrated Marketing Communication; Brand Equity

Abstract

Faced with the constant adjustment of the internal ownership and structure of the organization and the frequent changes of the external market environment, the rebranding strategy has been paid more attention by enterprises, and then derived a variety of new marketing strategies, but few people pay attention to the relationship between these strategies.

In this paper, Muzellec and Lambkin’s rebranding model is extended and supplemented by classifying the miscellaneous marketing strategies in the corporate rebranding process under the guidance of IMC Strategy as well as by evaluating the rebranding effect according to the Brand Equity Strategy. The new theoretical model constructed in this paper is applied to the case analysis of enterprises which focus on the brand development, like the luxury brand Gucci, which more specifically shows how organizations adapt to the market changes to establish close ties with stakeholders. Consequently, this paper has reference value for the research of brand development and the optimization of business model in the new era.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Qixin Zhang
PY  - 2021
DA  - 2021/12/15
TI  - The Application of Integrated Marketing Communication in the Corporate Rebranding Process
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 6
EP  - 10
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.002
DO  - 10.2991/assehr.k.211209.002
ID  - Zhang2021
ER  -