May 13, 2022 • Volume 32, Issue 16
Can companies reposition themselves by changing their image?
By Susan Ladika


Recent events have thrown into sharp relief the role that a brand can play, both in protecting a company's reputation and having an impact on social and political issues. Those events include Russia's invasion of Ukraine and the hundreds of major brands that curtailed operations in Russia following the invasion, as well as Disney's collision with Florida politicians over a law restricting classroom instruction on sexual orientation. In some cases, companies rebrand to try to shed their past or attract a wider base of customers. Younger Americans, in particular, tend to focus on what the brands they buy or work for represent. Social media influencers have an increasing role to play, promoting others’ products and their own personal brands and wares. The world's 100 most valuable corporate brands were worth more than $2.54 trillion combined in 2020, according to Forbes, and companies spend hundreds of billions of dollars each year to buttress their brands.

Photo of three bottles of Stolichnaya vodka on a shelf in Kiev, Ukraine, on September 26, 2018. (Getty Images/SOPA Images/LightRocket/Igor Golovniov)
As stores and bars dumped Russian vodka to protest the invasion of Ukraine, Stolichnaya changed its name to Stoli. Corporate branding is playing a greater role in protecting a company's reputation and responding to political and social issues. (Getty Images/SOPA Images/LightRocket/Igor Golovniov)
ISSUE TRACKER for Related Reports
May 13, 2022  Branding
Jun. 18, 2021  Social Influencers
Mar. 20, 2015  Online Dating
Jan. 23, 2004  Advertising Overload
Mar. 14, 1997  Alcohol Advertising
Sep. 13, 1991  Advertising Under Attack
Nov. 23, 1984  Direct Marketing Boom
Sep. 04, 1981  Trends in Advertising
May 21, 1969  Advertising in a Consumer Society
Aug. 25, 1965  Youth Market
Nov. 21, 1956  Advertising Controls
Sep. 24, 1951  Controls Over Advertising
Mar. 08, 1938  Regulation of Advertising
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