Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

The Application of Integrated Marketing Communication in the Corporate Rebranding Process

Authors
Qixin Zhang1
1Rutgers University Newark Institute, Northeast Normal University, Changchun, Jilin Province, 130000, China
*Corresponding author. Email:1623480943@qq.com
Corresponding Author
Qixin Zhang
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.002How to use a DOI?
Keywords
Marketing; Corporate Rebranding; Brand Management; Integrated Marketing Communication; Brand Equity
Abstract

Faced with the constant adjustment of the internal ownership and structure of the organization and the frequent changes of the external market environment, the rebranding strategy has been paid more attention by enterprises, and then derived a variety of new marketing strategies, but few people pay attention to the relationship between these strategies.

In this paper, Muzellec and Lambkin’s rebranding model is extended and supplemented by classifying the miscellaneous marketing strategies in the corporate rebranding process under the guidance of IMC Strategy as well as by evaluating the rebranding effect according to the Brand Equity Strategy. The new theoretical model constructed in this paper is applied to the case analysis of enterprises which focus on the brand development, like the luxury brand Gucci, which more specifically shows how organizations adapt to the market changes to establish close ties with stakeholders. Consequently, this paper has reference value for the research of brand development and the optimization of business model in the new era.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.002How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Qixin Zhang
PY  - 2021
DA  - 2021/12/15
TI  - The Application of Integrated Marketing Communication in the Corporate Rebranding Process
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 6
EP  - 10
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.002
DO  - 10.2991/assehr.k.211209.002
ID  - Zhang2021
ER  -