Rebranding A National University
Rensselaer Polytechnic Institute: Why not change the world?™
NEW THINKING
Rensselaer Polytechnic Institute: Why not change the world?™
Marketers are a fickle breed. Aside from the usual list of ailments that afflict the general population, we are also vulnerable to a number of conditions unique to us. The most pernicious of these is logos extendos rabidus or, to give it its more colloquial name – brand extension disease.
“Safe advertising is the riskiest advertising you can do.” – Bill Bernbach, Advertising Legend
A brand audit provides an analysis of an organization’s brand and its brand management and marketing effectiveness. It assesses a brand’s strengths, weaknesses, opportunities, and threats. It identifies brand growth opportunities including those achieved by brand repositioning and brand extension. The audit should result in recommendations to improve brand equity, brand positioning, and brand management and marketing effectiveness.
This year Coca-Cola launched a rather strange campaign behind its Coca-Cola Zero product.