In this marketing plan, the rebrand of Nestlé will be discussed and developed in response to the historical negligence, including, the baby formula scandal (War on Want, 1974), child trafficking and abuse (Andrei, 2020). The plan will discuss boycotting and how it is synonymous with Cancel Culture, furthermore, it will apply philosophical theory and apply it to marketing practices to understand the best way of implementing a rebrand. The rebrand will use Joseph et al.’s (2020, p.5) concept of a revolutionary rebrand, moreover, the rebrand will focus on being more ethically moral and humane, by taking accountability and how this can increase brand equity. This marketing plan has outlined the timeline in which the rebrand will take place, ensuring the correct approach in order to guarantee a successful rebrand.
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