The 2018-19 Stetson Spotlight Series continues on March 15 with a presentation by Dr. Deborah Goldring, Associate Professor of Marketing, who will speak on “Corporate Rebranding: Understanding Managerial Motivations via Controlled Messaging”.
Date: Friday, March 15
Time: 1:30 pm- 2:30 pm
Location: Lynn Business Center 124
Snacks will be available. All are welcome!
SPOTLIGHT NOW OFFERS CULTURAL CREDIT!
Please encourage your students to attend.
Click here for a complete schedule of Stetson’s Spotlight Series.
“Corporate Rebranding: Understanding Managerial Motivations via Controlled Messaging”
Companies are under constant pressure to maintain customer authenticity and face unrelenting competition in the market from other brands who strive to gain consumers’ attention. A brand’s corporate name can break through the visual clutter and noise to create an up-to-date brand identity. While in the past, companies may have preserved the same brand name for years or even decades, now companies regularly renew their brand names. The balance between refreshing the brand and maintaining the existing brand is of critical strategic importance. Prior research has focused on theoretical frameworks for corporate rebranding that go beyond mere administrative necessity; however, there is an opportunity to empirically explore the internal managerial conditions that provoke corporate rebranding. This research, in its early stages of development, examines the antecedents of corporate rebranding efforts.
Deborah Goldring is an assistant professor of marketing in the School of Business Administration at Stetson University. She teaches both undergraduate and graduate courses in marketing. She has more than 20 years of leadership experience as a marketing executive with small- and medium-sized businesses in industries including healthcare, manufacturing, technology and professional services. Dr. Goldring earned her Ph.D. in marketing from Florida Atlantic University.
Stetson Spotlight Series
The Stetson Spotlight Series at Stetson University is a showcase of faculty research, creative inquiry, and other scholarly engagement to the campus community. Presenters are primarily recipients of grant awards through the Stetson Summer Grant Program.
Click here for a complete schedule of the Stetson Spotlight Series.