The article highlights the importance of brand evolution as a
necessary component of successful marketing strategy. In particular the
article emphasizes the decision to revitalize the core brand. Three key
constructs are used as a framework for analyzing rebranding decisions,
namely brand vision, brand orientation, and brand strategy implementation.
It is proposed that the key to successful rebranding is the need to build
each of these three components as well as ensuring that they are tightly
linked and coordinated. The normative framework was applied to a major
Canadian retailer, Canadian Tire, and found to be helpful in analyzing
their rebranding. Lessons have been drawn from the case study, including
the important role of advertising.