As IHOP becomes IHOb, companies should think twice before trying to emulate this ‘rebrand’ campaign
Over the past week, fast food brand International House of Pancakes (IHOP) has been cannily using social media to build up to a rebrand announcement. Yesterday, it unveiled its new IHOb identity, resulting in a level of brand discussion that few marketing budgets could generate. However, industry experts warn that this type of move is not suitable for all companies, with many critical trademark dimensions to be considered.
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