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.