Alabi (2010: 25) argues that for any rebranding exercise to succeed it must be implemented by

marketers and not non-marketers. Isikalu (2009:14) agrees with Alabi that to do a proper

rebranding, an understanding of the techniques and procedures required in executing a proper

branding and rebranding is essential. So, public relations specialists, brand consultants,

advertising agencies and brand specialists, who will channel the rebranding process through

appropriate medium for optimum impact are needed.

Meanwhile, Alabi (2010: 25) says in plain layman’s language, to rebrand, reposition or repair

simply put, means to change consumer’s (target publics’) perception about a product or brand

and attract positive affectation or affinity to it for the benefit of all stakeholders, particularly the

promoters of the brand. Therefore, rebranding, repositioning or repairing, connotes only one

thing to the man on the street - a change from negative to positive perception.

Imohiosen (2009: 3) agrees with him that re-branding at any point in time has at the heart of it

the purpose of given a new look to anything and change whatever is the wrong perception

hitherto experienced. Nworah (2006:3) wrote that brands are the tangible and intangible

attributes of a product, service, comprising the brand names, logo, color, values, customer

service levels, price, packaging etc. while branding is the continuous and strategic process

involved in the creating and managing of all these associated brand elements and components.

Nworah (2006:3) added on the other hand, Marketing Communications or Integrated Marketing

Communications are messages and related media used in communicating with a market.

Marketing communication is the "promotion" part of the "Marketing Mix" or the "four Ps":

price, place, promotion, and product, (Wikipedia, 2010). Practitioners in marketing, public

relations, advertising, branding, brand language, direct marketing, graphic design, marketing,
packaging, promotion, publicity, sponsorship, sales promotion and online marketing are usually

referred to as marketing communicators.