Why the Name of a Country Is Its Brand

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 Less Is More at Dunkin’ Donuts

When a firm like Dunkin’ Donuts does some rebranding with a name change, it is trying to send a new message to its customers

Why Google Just Got a Parent Called Alphabet

By rebranding Google as Alphabet, it can have a clearly defined parent while Google, as an oligopoly, can keep its brand’s product differentiation.

A New Message From Starbucks

Worried about losing sales to upscale brands, Starbucks is using competitive strategies to increase demand from affluent customers.