World Finance

World Finance

July 08, 2015 09:00 ET

World Finance Looks at the Art of Rebranding

LONDON, ENGLAND--(Marketwired - July 8, 2015) - History is littered with examples of big-name brands that have chosen to rethink their image, only to emerge out the other side worse off. Successful rebranding means far more than changing a logo or a new strapline, though it appears there are many that believe this not to be the case. As World Finance looks at some of these failed projects and false restarts, it begs the question: Is rebranding becoming a lost art?

A successful rebrand often requires a complete overhaul of the company's goals, message and culture, as well as their product offerings - according to a new World Finance special report. Airbnb, Harley-Davidson and Coca-Cola have each embarked on rebranding in recent years, with varying degrees of success - to right bad press, gain publicity and to shake things up generally.

The World Finance report looks at the art of rebranding and asks what it takes to do that successfully in today's marketplace. Whereas marketing departments might be tempted to freshen up a brand every now and again for appearance's sake, what's clear is that there is no single winning formula - and that the decision should not be taken lightly.

Also in the new issue of World Finance, we delve into the draining of the ocean economy, Singapore's transformation as an independent nation and a new wave of interest in colourful stones. Elsewhere, we look at the latest stories in banking, wealth management, markets, infrastructure and strategy, and celebrate the most important names of the year as part of the World Finance Investment Management Awards.

To read any of the stories mentioned and more, pick up the latest issue of World Finance, available in print and online now.

http://www.worldfinance.com

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