May 29, 2019
Like corporations, countries engage in branding when they change their name or try to influence what the world thinks about them and their products.
Like corporations, countries engage in branding when they change their name or try to influence what the world thinks about them and their products.
When a firm like Dunkin' Donuts does some rebranding with a name change, it is trying to send a new message to its customers
By rebranding Google as Alphabet, it can have a clearly defined parent while Google, as an oligopoly, can keep its brand's product differentiation.
Worried about losing sales to upscale brands, Starbucks is using competitive strategies to increase demand from affluent customers.