The year of rebranding

In a perfect world, the need for rebranding would never arise. With all the time and effort that goes into establishing a brand, ideally they would simply stay as they are, says Mike Cathie, Commercial Director at AVI: Snackworks.

• 저널Journal of Marketing · 2011(—) · 12–15
• 토픽Business Strategies and Innovation · Strategy and Management
• 저자Samantha Du Chenne