Rebranding Costs: Simple As It May Seem, A Firm’s Name Change Still Requires Thought, Effort

Can a name change backfire? In the case of Coca-Cola rebranding itself as New Coke in 1985, which came with a product shift, this was not well received, and so the product, and its name, went back to what it was prior, according to Dwight Heinrichs, a professor in the Paul J. Hill School of Business at the University of Regina.

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