oa Journal of Marketing - The giant sheds its skin : the starting point



R200-million, R500-million - what are a few zeros among friends? Somewhere between those two figures is the cost of the massive Vodacom re-branding migration from blue to red. And they're not the only company to do so; even Didata - never one on the big marketing radar screen - has seen the value in re-evaluating and contemporising its decades-old look. So why does a brand need to this? Where are the starting points and what are the measurables? In this edition we take a close look at the why's and how's of rebranding and whether it's all worth it. In time, it's our belief that the Vodacom exercise will become a case study on how to do it.


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