Subject category:
Marketing
Published by:
IBS Research Center
Length: 9 pages
Data source: Published sources
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https://casecent.re/p/84133
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Abstract
This case deals with the rebranding exercise that Xerox Corporation underwent in 2008. In this rebranding exercise, the entire spectrum of the company's brand architecture would be changed along with a change in the company's website, advertising and products. Over the years, the company had undergone a vast change and in order to reflect these changes to its stakeholders, this rebranding exercise was carried out. Moreover, the company wanted its stakeholders to have an emotional engagement with the brand. They wanted its customers to think beyond photocopies when they thought of Xerox. Whether this rebranding exercise would be a success is the question that this case study aspires to answer.
About
Abstract
This case deals with the rebranding exercise that Xerox Corporation underwent in 2008. In this rebranding exercise, the entire spectrum of the company's brand architecture would be changed along with a change in the company's website, advertising and products. Over the years, the company had undergone a vast change and in order to reflect these changes to its stakeholders, this rebranding exercise was carried out. Moreover, the company wanted its stakeholders to have an emotional engagement with the brand. They wanted its customers to think beyond photocopies when they thought of Xerox. Whether this rebranding exercise would be a success is the question that this case study aspires to answer.