Bachelor Thesis from the year 2014 in the subject Business economics - Company formation, Business Plans, grade: 1,3, University of Bayreuth (Rechts- und Wirtschaftswissenschaftliche Fakultat), course: Abschlussarbeit am Lehrstuhl fur Marketing, language: English, abstract: Rebranding is a frequently used marketing measure whenever corporations strive for changes in the physical elements of their brands or their brand management. This paper analyzes how consumers' brand awareness and brand image is affected, when consumers are confronted with altered brand names and symbols. By elaborating...