Corporate Rebranding and the Implications for Brand Architecture Management: The Case of Guinness (Diageo) Ireland

The interaction between corporate and product brands – the vertical links in brand architecture – is explored through the case study of Guinness Ireland Group/Diageo Ireland. The change in the corporate name from Guinness to Diageo was one of the first high profile cases of rebranding and reflects a deliberate strategy of separating the corporate brand from its product brands. This case reveals the complex problem of protecting corporate heritage while managing product and corporate brands to keep them aligned with contemporary market requirements. A dynamic brand building model is presented which simultaneously addresses the different audiences for the products and the corporate brand. The paper concludes that a new concept of ‘business branding’, distinct from ‘consumer/product branding’, may allow corporations to reconcile the need for both corporate accountability and risk limitation while maintaining an effective brand management programme.