The Disappearance of Brand Names: Why Companies Bury, Replace, or Transform Their Brands
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:
