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A renaming and rebranding exercise has the potential for a business to lose an incredible amount of brand equity if all stakeholders are not considered. What Equity has already been build up and what heritage has already been established? It is important that this is not lost. It could be that the heritage of the business is something that you can leverage your rebranding efforts off. It will be key to recognise what the current brand does mean and what aspects don?¦t want to be lost. Before beginning a renaming and rebranding project you need to be very clear on where you want to move from. This research will give you a total picture of your consumers, customers and any other stakeholders to help answer these questions...
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