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Rebranding: When it’s time for a change, local businesses ‘rip off the Band-Aid’ to alter their image | The Yakima Herald

A business may decide to rebrand — including using a new name, creating new graphics or both — for a variety of reasons, including a desire to reposition the business in the marketplace, an opportunity to bring attention to a different aspect of a company, or the need to freshen up a dated name or logo. Mark Forehand, professor of business at the UW, is quoted.