Stetson Spotlight Series Presents Deborah Goldring

Dr. Deborah Goldring, Associate Professor of Marketing, will speak on “Corporate Re-Branding and the Influence of Marketing Leadership”.

Companies are under constant pressure to maintain customer authenticity and face unrelenting competition in the market from other brands who strive to gain consumers’ attention. A brand’s corporate name can break through the visual clutter and noise to create an up-to-date brand identity. While in the past, companies may have preserved the same brand name for years or even decades, now companies regularly renew their brand names. The balance between refreshing the brand and maintaining the existing brand is of critical strategic importance. Prior research has focused on theoretical frameworks for corporate rebranding that go beyond mere administrative necessity; however, there is an opportunity to empirically explore the internal managerial conditions that provoke corporate rebranding. This research, in its early stages of development, examines the antecedents of corporate rebranding efforts.