Primary File Info
Xerox Corporation: Developing a New Image
Cooper, Sharita L., Curry, Mary G., Riemersma, Katherine E., O’Rourke, J. S. (Editor)
February 12, 2018
Strategy & General Management, Marketing & Sales
rebranding, logo, Branding, marketing, investment, perception
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).