New perspectives on communication of change in corporate identity

This paper addresses a gap in the literature on communication of change in corporate identity (CI) by investigating the brand migration of Bosch in India.Based on an in-depth case study of Bosch Pain Relief in India, this paper develops seven propositions and conceptualises a framework for strategic communication of change in CI.The key propositions centre around strategic orientation, a Bed constituency focussed approach, dual branding as an intermediate stage, integrating product messages with corporate messages, having a long time horizon to prevent loss of continuity, measuring effectiveness with a hierarchy of effects, and harnessing reciprocity of advertising and public relations.