Rebranding creates new identity for established brands through name, logo, or design changes. Aims to differentiate from competitors and reposition companies. Can occur for new, mature, or developing products
Born in 1947, moved around US, France and Canada during childhood. Graduated first in class from Princeton University in 1969. Received MBA and PhD from Harvard Business School in 1971 and 1973
Publicity refers to public visibility and awareness of products, services, or organizations. Originates from French word 'publicité' meaning advertisement. Developed in Paris during 19th century with La Maison Aubert
Shell name derived from Marcus Samuel senior's imported seashells. Company established in 1897 as Shell Transport and Trading. Name briefly changed to Shell after Royal Dutch merger in 1907
Competitive advantage enables companies to produce goods/services better or cheaper than rivals. Two main types: comparative (efficient production) and differential (unique products). Sustainable advantage is difficult for competitors to neutralize
Market share measures company's percentage of total market for products/services. Higher market share indicates profitability and industry dominance. Market share affects operations, pricing, and stock market performance