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Tag: brand equity

The role of research in a rebranding process

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KIA Corporation claimed a Guinness World Record in early 2021, and it had nothing to do with cars. The 303 drones used to etch the carmaker’s new logo (a movement from the classic red logo in a circle to a clean, crisp, and progressive monochrome logo) in Seoul’s night sky were loaded with fireworks. Once ignited, the drones made KIA the unlikely holder of the record for the ‘most unmanned aerial vehicles launching fireworks simultaneously’.

Partnerships can help brands combat COVID-19

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During this time of uncertainty, consumers are looking to brands because they are intrinsic to every sphere of a consumer’s life. With this life-changing event being faced globally, many economies are suffering a downturn, which has a ripple effect on consumer spend and, therefore, on brands.

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