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Re-branding a Business (Example)

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Re-branding of Old Spice Name Course Instructor University Rebranding of Old Spice Introduction In 1934 William Lightfoot Schultz created Old Spice in New York and produced a women’s scent known as Early American Old Spice for Women and a men’s shaving soap and aftershave (D&AD 2018). He chose real ships on its packaging. Later the company expanded and became well known as a men’s product line and finally discontinued the women’s scent. In the 1980s Old Spice had a 17% market share that was not growing and in 1990 Proctor & Gamble bought Old Spice. The ship on the packaging was replaced with a yacht. However Old Spice was still a stagnant brand. Before 2010 Old Spice was seen as a brand for older generations and millennials saw it as their and stakeholder groups (Miller Merrilees & Yakimova 2013). W+K agency seemed to have all these thus triumphing in every campaign ad they launched. Old Spice tapped into the existing behavior and increased the passionate audience they held from the beginning. Forbes has placed Old Spice as the most successful rebranding (DeMers 2016). References DeMers J. (2016). 5 Examples of Rebranding Done Right. Forbes.com. Retrieved 30 January 2018 from www.forbes.com D&AD. (2018). Case Study: Old Spice Response Campaign. D&AD. Retrieved 30 January 2018 from www.dandad.org Fast Company. (2014). The Brand Your Brand Could Be Like: How Old Spice Went Viral. Fast Company. Retrieved 30 January 2018 from www.fastcompany.com Miller D. Merrilees B. & Yakimova R. (2013). Corporate Rebranding: An Integrative Review of Major Enablers and Barriers to the Rebranding Process. International Journal of Management Reviews  16(3) 265-289. http://dx.doi.org/10.1111/ijmr.12020 [...]

Order Description:

Assignment 1: Rebranding a Business Due Week 5 and worth 160 points Choose a brand from the list below which has recently Rebanded itself through its Marketing. This can include some of the following activities; updating their image, changing their logo, significantly expanding their product line, revamping their products. Research the company and answer the following questions in a 2-3 page paper. Identify and describe the brand. Describe their previous image as a brand. Identify the reason for the rebranding. Why was the company trying to bring about change? Thoroughly describe the rebranding that the company went through. Focus on at least three (3) areas of change for the rebranding; i.e. logo, product line, packaging, slogan, advertising, endorsements, etc. Do you think the rebranding was successful? Explain why or why not. Use facts (references) to support your answer such as changes in sales, increased market share, etc. Use at least three (3) quality references to support your paper. You will be graded on the content as well as your writing and mechanics which includes grammar, spelling, punctuation, etc. Include an introduction and conclusion paragraph to pull your paper together. Include any references used including our text and any articles or websites used in your paper. List these references using APA formatting and including all required information. Choosing your brand: Below is a list of options that you can use for your paper. Reebok Dominoes Old Spice Beech-Nut Baby Food CVS Pharmacy If you have an idea for another company to research, you may do so as long as you contact the professor and get approval for the brand. Please do so before beginning the paper. Your assignment must follow these formatting requirements: Paper must be typed, double-spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length. Include an introduction and conclusion paragraph to create a concise and coherent presentation of your ideas.

Subject Area: Marketing

Document Type: Reports

This project has already been completed by one of the Studybay experts. The client rated this project:

Project's rating is 5/5

Price $65

Words 550

Pages 2

Completed in 4 days

Expert Prowriter27

Client Review

Great job

Positive
02.02.2018

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