Syndetics cover image
Image from Syndetics

Toys R Us : re-branding for the future (B) / Susan Jurney, Melissa Burke, James S. O'Rourke.

By: Contributor(s): Material type: TextSeries: Publisher: London : SAGE Publications Ltd, 2017Description: 1 online resourceContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781526407177 (ebook) :
Subject(s): DDC classification:
  • 338.7688720973
Online resources: Faced with declining market share, stock value and customer base, the new CEO for Toys R Us moves to rebrand the organization by improving the look of its stores and opening a 101,000 square-foot flagship store in Times Square, New York. He also heads up creation of exclusive merchandise, and focuses on the companys new primary target. A new logo is created, which includes the World Trade Center; new advertising is fashioned with footage with the World Trade Center in them. But all that must change after September 11, 2001. How can Toys R Us adapt its communications as a result of this national disaster?
No physical items for this record

Originally published: Jurney, S., Burke, M., & ORourke, J. S. (2003). Toys R Us: Re-branding for the future (B).02-03 B. Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame.

Includes bibliographical references and index.

Faced with declining market share, stock value and customer base, the new CEO for Toys R Us moves to rebrand the organization by improving the look of its stores and opening a 101,000 square-foot flagship store in Times Square, New York. He also heads up creation of exclusive merchandise, and focuses on the companys new primary target. A new logo is created, which includes the World Trade Center; new advertising is fashioned with footage with the World Trade Center in them. But all that must change after September 11, 2001. How can Toys R Us adapt its communications as a result of this national disaster?

Description based on XML content.

Licensed e-book