(Re)Branding is Hard

But it's a great exercise in Stakeholder Management

Brand Strategy and Branding is one of those parts of Marketing that is all about Stakeholder Management. The reaction to the recent unveiling of Jaguar’s new look and feel shows that pleasing everybody can be difficult.

So who are the stakeholders? And how are they impacted by a rebranding exercise?

• Employees - Brand, Corporate Identity and Culture are i…