What's In a Name?! Branding and Rebranding

Very recently, two major brands have announced brand makeovers that go as far as changing their names.  Such a decision can’t be made lightly as brand loyalty and customer confusion are obvious concerns.  What are some key factors a company should consider when evaluating the decision not change its name?  What type of metrics are important when considering such a decision?  What if it doesn’t work…. can they get a do over?  Lean in to learn more from authors and educators, Greg Marshall and Mark Johnston, both of Rollins College in Winter Park, Florida.  Click here to visit their regularly updated Marketing Management blog site.  To read more about this particular topic, click here:  What's in a Name Blog Post.