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1:50
YouTube
Full Public Relations
Rebranding VS Renaming: the Odebrecht case and corporate reputation recovery.
In this interview, professor Manoel Marcondes M. Neto analyzes the case of Odebrecht and the image crises that can lead companies to a 'rebranding' or 'renaming'. He explains the difference between the two concepts and discusses whether Odebrecht's name change was an effective strategy. The author points out that, in the construction company's ...
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