%0 Journal Article
%T Rebranding as an Elementary Part of Corporate Repositioning and Reputation Management ¨C Addiko Bank Example
%A An£¿i£¿
%A Iva
%A Star£¿evi£¿
%A Dora
%A Vukasovi£¿
%A Igor
%J -
%D 2017
%R 10.22522/cmr20170221
%X Sa£¿etak Reputation and brand are two of the most important, if not the most important, corporate assets which play a significant role in the company¡¯ success or demise. Brands have an ability to impact people¡¯s perception and hence managing the brand and the reputation is more, much more than just having an interesting name, memorable slogan or recognizable logo. It¡¯s about being loyal to its corporate values and remaining relevant to its customers. With the rebranding marking a fundamental change for the corporation, both in terms how it does business also how it communicates, this paper focuses on the rebranding of the former Hypo Alpe-Adria-Bank into Addiko Bank, with the new brand, being an elementary part of the business strategy. The aim of the paper is to show by developing a compelling new brand a bank burdened by past image can reposition itself and again become a viable contender. In order to get the full insight, focus groups, interviews and workshops with Bank¡¯s management, employees and clients were conducted. Based on the research results, the new brand was created and launched with successful rebranding having a positive impact on not only corporate repositioning and reputation, but also on financial results in 2016 and 2017
%K brand
%K rebranding
%K repositioning
%K image
%K banking
%K reputation management
%U https://hrcak.srce.hr/index.php?show=clanak&id_clanak_jezik=282452