A rose by any other name: rebranding campaigns that work

Jack G. Kaikati is Emeritus Professor in Marketing at Southern Illinois University, Edwardsville and has published more than 45 articles which have appeared in such publications as Harvard Business Review, Sloan Management Review, California Management Review and Journal of Marketing, among others, jkaikat@siue.edu

Andrew M. Kaikati is a consultant with Accenture. He is a member of the Automotive and Industrial Products Group, where he has most recently been assigned to a large industrial equipment manufacturer in the Midwest. He is also an MBA candidate at the John M. Olin School of Business at Washington University in St Louis, andrew.m.kaikati@accenture.com or kaikatia@olin.wustl.edu.