Rebranding is a case of politics trumping strategy
The recent rebranding of EADS into Airbus is a superb example of how to justify a top management decision with some strategic rationale that really does not exist. There was clearly an issue with the EADS brand. The name was poorly recognized internationally, but that problem had less to do with the brand itself than with the underlying dynamics within the group. Since EADS's creation in 2000, successive CEOs have all struggled with the same dilemma: How to make the sum of the parts more ...
ACCESS THIS PREMIUM CONTENT
"Why EADS Rebranding Is Misguided" is Premium Content. Subscribing will provide full access to this article as well as the opportunity to access:
-- Critical intelligence on the global aviation, aerospace & defense industries
-- Consolidated, comprehensive coverage of the programs and technologies shaping the industry
-- And much more…