Branding For Dummies, 2nd Edition
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Times change, businesses change, consumer interests change, culture changes, and sometimes brands need to change, too. If your brand faces one or more of the events in the following list your brand strength may be at risk and a brand update may be in order:

  • Major business changes

  • Major market changes

  • Change of ownership or leadership

  • Rapid market or product line expansion

  • Major product, channel, or strategic diversification

  • A merger or acquisition

  • A brand identity that’s out of step with current market and cultural tastes and trends

About This Article

This article is from the book:

About the book authors:

Bill Chiaravalle served as Creative Director with world-renowned brand strategy and design firm Landor Associates before founding Brand Navigation, which has been honored with numerous branding, design, and industry awards. Barbara Findlay Schenck is a nationally recognized marketing specialist and the author of several books, including Small Business Marketing Kit For Dummies.

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