Controlling the Costs of a Rebrand

Rebranding requires a major investment of time and money that organizations should consider carefully before initiating. Organizations that approach rebranding with greater discipline and structure can save costs. For B2B companies, the cost of a rebranding initiative can end up as much more of a financial and resource burden than the organization expected at the outset. This report describes how sales and marketing managers can control rebranding costs and ensure value during each phase of the Brand Lifecycle Framework.