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The implications of corporate rebranding in the South African mobile cellular telecommunications service industry: Challenges and opportunities

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dc.contributor.author Mosupyoe, Sebilaro S.L.N.
dc.date.accessioned 2012-09-27T14:34:55Z
dc.date.available 2012-09-27T14:34:55Z
dc.date.issued 2011
dc.identifier.issn 978-976-536670-3
dc.identifier.uri http://hdl.handle.net/10500/6533
dc.description.abstract Corporate rebranding is a strategic decision undertaken for various reasons, and some of the corporates rebrand several times. In an attempt to keep abreast of customer demands, service providers rethink their marketing strategies that include inter alia rebranding a fraction or multiple facets of their corporate brands. Corporate rebranding is the latest development in the mobile cellular telecommunications service industry in South Africa. What is intriguing about the South African rebranding phenomenon is that corporates opted to rebrand by focusing on permutations such as colour, logo and slogans. This paper presents a conceptual analysis of corporate rebranding with a specific focus on the mobile cellular telecommunications service industry in S.A. Furthermore, the paper examines the implications, challenges and opportunities of corporate rebranding for the industry. In the end, the paper will present a case analysis of corporate rebranding efforts of two S.A mobile cellular companies. en
dc.language.iso en en
dc.publisher 1st International Conference on Accounting, Business and Economics en
dc.subject Corporate branding en
dc.subject Mobile cellular services en
dc.subject Rebranding en
dc.subject Telecommunication en
dc.title The implications of corporate rebranding in the South African mobile cellular telecommunications service industry: Challenges and opportunities en
dc.type Presentation en
dc.description.department Marketing & Retail Management en


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