Helen Stuart(2004)认为品牌重塑（Rebranding）一词以词义上理解为“一个品牌的重新创造、革新、改造、再发明和再定位，是一个略微有别于再生（Reborn）”的概念。
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Then thoroughly probing the causes for rebranding, the thesis states the principal causes namely brand ageing, brand crisis, position failure, demands variety and strategic transformation with the diagnosis analysis.
进而深入探寻品牌重塑的原因,结合实证分析阐述了品牌重塑的五大动因,即品牌老化、品牌危机、定位失误、消费者需求变化和战略转变等。
参考来源 - 品牌重塑问题研究·2,447,543篇论文数据，部分数据来源于NoteExpress
以上来源于: WordNet
N-UNCOUNT Rebranding is the process of giving a product or an organization a new image, in order to make it more attractive or successful. 重塑 [商业]
A complete rebranding of the school is expected within two years.
有望在两年内完全重塑该校的形象。
A complete rebranding of the school is expected within two years.
有望在两年内完全重塑该校的形象。
Rebranding a company may be easy; restructuring one is not.
给公司换个名字简单，但真正重组却不容易。
The Warburg name disappeared seven years later in a rebranding exercise.
华宝的名字也随着七年之后的改名运动而烟消云散。
The task of rebuilding the company, any rebranding and taking it into the future will fall mainly on American Robert Dudley, the new CEO.
VOA: standard.2010.07.27
So it may have to conduct a rebranding in the United States to stay competitive."
VOA: standard.2010.07.27
Faulkner says rebranding may be needed. "There are serious doubts about whether BP can retain its logo and its brand name in the way it has."
VOA: standard.2010.07.27
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