Is rebranding Woolworths worth the pain?
ANALYSIS: Woolworths has committed $400m to rebranding in New Zealand, but some in Australia believe the company should sell out.
WATCH: Fiona Rotherham speaks with Lachlan Colquhoun
Rebranding a major business is a tricky thing, and it can go one of several ways.
Hardly anyone remembers today that Korean appliance and device manufacturer LG started its life as Lucky Goldstar.
The company figured that Lucky Goldstar made it sound cheap and they wanted a more up-market image and a
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