Identity crisis: the dos and don'ts of brand rechristening

Article Abstract:

Rechristening i.e., renaming the brands that have been existing for long has become the greatest concern of all companies. The major reasons for rechristening initiatives and the prerequisites that have to be addressed for the initiatives to succeed are discussed.

Brand name products, Brand names

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Stealth marketing: how to reach consumers surreptitiously

Article Abstract:

The growing trend towards use of stealth marketing, which is an alternative to traditional advertising, is examined. Six stealth marketing techniques are presented.

Forecasts, trends, outlooks, Usage, Forecasts and trends, Market trend/market analysis, Guerrilla marketing

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In the bag

Article Abstract:

Suggestions for managing brands acquired through mergers and acquisitions, and successfully integrating them into the company's portfolio, are presented.

Economic aspects, Acquisitions and mergers

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