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Rebranding and Corporate Identity Fails

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Submitted By fearlesskittycat
Words 5590
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Bachelor of Business (Honours) In Accounting
Semester 3

Module: Social Media Communications and Research CA 3 Rebranding and Corporate Identity Fails – learning from other`s mistakes

Lecturer: Aisling Duhy
Submission Date: 03/12/2012
Students: Shane O`Connor X00094606 Paige Crabtree X00088459
Table of Contents:
Executive Summary
Terms of reference
Kodak company history
Employee viewpoint
Section 1
Rebranding
Examples of rebranding fails
London Olympics
Tropicana
Example of rebranding success
Influence of alternatives
Section 2
Research
Exploratory research
Focus groups
In-depth interview
Projective techniques
Descriptive research
Surveys
Observations
Panels
Primary research recommendations
Why use market research
Why Kodak need to conduct primary research
Results and conclusions references The survey

Executive Summary
The objective of this report is to pick a company and examine whether or not rebranding would be appropriate for a rebranding. My chosen company is Kodak Eastman. In This report I will cover the following things:

Terms of Reference
This report was commissioned by my Social Media Communications and Research lecturer Aishling as part of an assessment for that module within the Bachelor of Business (Honours) in Accounting at the Institute of Technology Tallaght. It accounts for 40% of the final marks and provides an insight into whether or not rebranding would be appropriate for my chosen company. My chosen company is Kodak.

Introduction:
For the purpose of this assignment I will be examining Kodak Eastman. This company originally began in 1889. It grew to control virtually the entire film and camera markets in the US in the 1970`s. However Kodak sowed its own seeds of destruction. Firstly such a dominate market position led to an organisational culture of compliancy and lack of

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