Rebranding as an assessment of brand management strategy: the case of Malaysian Government linked companies (GLCS) / Rosni Jaafar

Jaafar, Rosni (2013) Rebranding as an assessment of brand management strategy: the case of Malaysian Government linked companies (GLCS) / Rosni Jaafar. In: The Doctoral Research Abstracts. IPSis Biannual Publication, 4 (4). Institute of Graduate Studies, UiTM, Shah Alam.

Abstract

This is an exploratory study about organisations using rebranding as a brand management strategy in Malaysia. It aims to identify motivations or reasons for companies to undertake the rebranding exercise and to determine the stages in the rebranding process. Substantial studies on rebranding have been conducted in Europe and the United States where brand management is an acknowledged strategy for successful businesses. This study seeks to document the reasons for rebranding and stages of the rebranding process of Malaysian companies. A comparison of similarities and differences of the Malaysian rebranding experience with existing studies was conducted. Based on the findings a conceptual framework is proposed…

Metadata

Item Type: Book Section
Creators:
CreatorsID Num. / Email
Jaafar, RosniUNSPECIFIED
Subjects: L Education > LB Theory and practice of education > Higher Education > Dissertations, Academic. Preparation of theses > Malaysia
Divisions: Universiti Teknologi MARA, Shah Alam > Institut Pengajian Siswazah (IPSis) : Institute of Graduate Studies (IGS)
Series Name: IPSis Biannual Publication
Volume: 4
Number: 4
Item ID: 19144
Uncontrolled Keywords: Abstract; Abstract of thesis; Newsletter; Research information; Doctoral graduates; IPSis; IGS; UiTM
URI: http://ir.uitm.edu.my/id/eprint/19144

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