The important thing now is to look to the strategic issues and in the case of rebranding, what are some good examples of best practice. I like to refer to the Accenture rebranding case with clients and learners.
“Due to brand confusion between Arthur Andersen and Andersen Consulting (AC), Andersen Consulting set to re-brand itself while maintaining the favorable brand identity and equity it held in the market. AC realized early on in the rebranding of the company that consistency in marketing and marketing research were critical for developing effective and efficient marketing communications to rebrand the company (Keller Case Study, p. 356). Andersen Consulting recognized the brand value chain would ultimately effect the brand equity (Keller, p. 317). Therefore AC set out to “create value first by making shrewd investments in their marketing program.” Andersen Consulting began their efforts with extensive marketing research followed closely with advertising launches to build awareness exceeding $100 million. (
Staci Cretu Brand Building – Accenture, 2014)”
The discussion comes from the work of Kevin Keller on brand equity. Here is Kevins latest take on Accentures global campaigns.
drrobertdavis.com 
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