The Rebranding in the Digital Age: The Case of Victoria's Secret

Abstract

This article aims to analyze the concept and phenomenon of Rebranding, a strategy for repositioning and reformulating a brand´sidentity to adapt to market changes and consumer demands, and how the digital era has an impact on the success of this strategy. Furthermore, I present the case of Victoria's Secret Rebranding with the purpose of better understanding the phenomenon and highlighting the importance of digital media for its success. This article argues that an analytical approach to the Rebranding process is essential to understand its contribution to society and how it is a sustainable strategy for companies. The main contribution ofthis article is to provide necessary and useful guidance on in which cases this concept should be implemented in the contemporary business context.