ideas for a re-brand essay.

Corporate rebranding: destroying, transferring or creating brand equity? 
Laurent Muzellec, University College Dublin, Dublin, IrelandMary Lambkin, University College Dublin, Dublin, Ireland

http://www.emeraldinsight.com/case_studies.htm/case_studies.htm?articleid=1562580&show=html

This article would make a great starting point for an essay on rebranding. Simply reading through this would allow the generation of other points and areas to explore for the topic, such as why a company would rebrand? How they would do it? etc.

I think small articles like this coupled with case studies on companies that have re-branded would create a good basis for an essay. finding 2 case studies on the same re-brand and comparing and contrasting would raise different points and arguments.