The Disappearance of Brand Names: Why Companies Bury, Replace, or Transform Their Brands
(2025) BUSN21 20252Department of Business Administration
- Abstract
- Purpose: This study examines brand disappearance as a strategic response to moral and cultural pressure. It analyses and explores how brands with a contested history respond by transforming their identity, aligning internal vision-culture-image alignment, and using crisis communication to restore legitimacy and maintain brand continuity.
Methodology: Qualitative, multiple case study.
Findings: The study finds that brand name disappearance due to moral and cultural pressure operates as a strategic legitimacy repair process, where an organization responds with identity transformation, internal vision-culture-image alignment, and coordinated communication to preserve continuity while restoring social acceptance and legitimacy.
... (More) - Purpose: This study examines brand disappearance as a strategic response to moral and cultural pressure. It analyses and explores how brands with a contested history respond by transforming their identity, aligning internal vision-culture-image alignment, and using crisis communication to restore legitimacy and maintain brand continuity.
Methodology: Qualitative, multiple case study.
Findings: The study finds that brand name disappearance due to moral and cultural pressure operates as a strategic legitimacy repair process, where an organization responds with identity transformation, internal vision-culture-image alignment, and coordinated communication to preserve continuity while restoring social acceptance and legitimacy.
Originality/Value: The paper is the first to examine brand name disappearance driven by moral and cultural pressure through an integrated framework of brand identity, vision-culture-image alignment, and crisis communication, offering new insights into how organizations restore legitimacy. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9214930
- author
- Landgren, Hanny LU ; Hanfaifa, Nutchanun LU and Vadström, Julia LU
- supervisor
-
- Mats Urde LU
- organization
- alternative title
- A Multiple Case Study of Ben’s Original, Pearl Milling Company and Edy’s Pie
- course
- BUSN21 20252
- year
- 2025
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand Name Disappearance, Rebranding, Brand Identity, Vision-Culture-Image Alignment, Crisis Communication, Legitimacy Repair, Cultural Sensitivity, Contested History, Brand Transformation
- language
- English
- id
- 9214930
- date added to LUP
- 2025-11-14 08:22:11
- date last changed
- 2025-11-14 08:22:11
@misc{9214930,
abstract = {{Purpose: This study examines brand disappearance as a strategic response to moral and cultural pressure. It analyses and explores how brands with a contested history respond by transforming their identity, aligning internal vision-culture-image alignment, and using crisis communication to restore legitimacy and maintain brand continuity.
Methodology: Qualitative, multiple case study.
Findings: The study finds that brand name disappearance due to moral and cultural pressure operates as a strategic legitimacy repair process, where an organization responds with identity transformation, internal vision-culture-image alignment, and coordinated communication to preserve continuity while restoring social acceptance and legitimacy.
Originality/Value: The paper is the first to examine brand name disappearance driven by moral and cultural pressure through an integrated framework of brand identity, vision-culture-image alignment, and crisis communication, offering new insights into how organizations restore legitimacy.}},
author = {{Landgren, Hanny and Hanfaifa, Nutchanun and Vadström, Julia}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Disappearance of Brand Names: Why Companies Bury, Replace, or Transform Their Brands}},
year = {{2025}},
}