Issue 2, 2014

Landgraf P. A., Kiryukov S. I. Corporate Rebranding for Market-Oriented Companies: Theoretical Foundations and Avenues for Future Research.

Authors address one of the most prominent topics in modern brand management — corporate rebranding. Although corporate rebranding is abundantly executed in practice, theory development and systematization has lagged behind. The gap between theory and practice constitutes the lack of academic guidance for corporate brand change management, contributing in some sense to the randomness and unpredictability of corporate rebranding performance. Authors fill in this research gap by proposing the systematical presentation of corporate rebranding theory. The paper reveals specificity of corporate rebranding, analyzes the relationship among its components and states the principles of successful corporate brand change. Authors develop on the role of market orientation in corporate rebranding execution, framing the linkage between these concepts that has not been discussed in literature previously. For the theoretical contribution, this paper is one of the few and, to the best knowledge of the authors, the first research in Russian literature to systematically present theoretical foundations of corporate rebranding. The paper implications allow managers for widening the understanding of strategic corporate brand change process so that to exceed “taken-for-granted” corporate rebranding best practices. Keywords: brand, corporate brand, corporate rebranding, market orientation.

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