Primary File

Xerox Corporation: Developing a New Image

Cooper, Sharita L., Curry, Mary G., Riemersma, Katherine E., O’Rourke, J. S. (Editor)
February 12, 2018
North America
Strategy & General Management, Marketing & Sales
8 pages
rebranding, logo, Branding, marketing, investment, perception
Student Price: 
$4.00 (€3.71)
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After an extensive study, Xerox decided to undergo a rebranding. It unveiled a new logo on January 7, 2008, and now the challenge is to A) roll out the new logo, B) change perception that Xerox only makes copiers, and C) demonstrate that the rebranding was worth the multimillion dollar investment. 8 pp. Case #08-12 (2008).

Learning Outcomes: 
  1. To highlight the time, effort, and expenses that constitute a brand image restructuring;
  2. To provide an example of why a company may undertake restructuring its brand image;
  3. To demonstrate how a company commences restructuring its brand image;
  4. To encourage discussion regarding the ways in which a company should communicate its new brand image to its consumers;
  5. To encourage analysis regarding the value of the investment.