The pitfalls of undertaking rebranding strategies in the consumer domain | Rebranding strategies |

Product rebrands are perceived to be a good way of invigorating a brand, but they often end in failure. This case study looks at two recent rebranding failures (Vegemite's brand extension and Tropicana's repackaging efforts), and at Cadbury's gradual de-emphasis of the Dairy Milk megabrand. Deakin access only. Scooped by Sharon