Vol. 6 No. 3 (2016): vol 6, Iss 3, 2016
Articles

Re-branding as a marketing tool

Vivek V
Head of the Department, Department of BBA, Sree Ramu College of Arts and Science, N.M.sungam, Pollachi 642007- India
Mahilarasi A
Assistant Professor, Department of BBA, Sree Ramu College of Arts and Science, N.M.sungam, Pollachi 642007
Published December 31, 2016
How to Cite
V, V., & A, M. (2016). Re-branding as a marketing tool. Journal of Management and Science, 6(3), 307-310. https://doi.org/10.26524/jms.2016.31

Abstract

Markets from low-involvement to high-involvement product categories have been experiencing sweeping changes in the past decade. Changing lifestyles, fragmented market segments and consumer preferences, and intense competition from the brands of multinational corporations (MNCs) have made re-branding strategies a prerequisite for marketing success

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