, ▁sensible ▁pr icing ▁and ▁effective ▁distribution ▁that ▁will ▁keep ▁the ▁brand ▁ahead ▁of ▁the ▁pack ▁and ▁provide ▁value ▁to ▁its ▁own ers ▁( S inc la ir , ▁ 1 9 9 9 : 1 5 ). ▁ ▁Pot ential ▁reasons ▁for ▁corpor ate ▁re brand ing ▁Corpor ations ▁often ▁re brand ▁in ▁order ▁to ▁respond ▁to ▁external ▁and / or ▁internal ▁issues . ▁Fir ms ▁commonly ▁have ▁re brand ing ▁cycles ▁in ▁order ▁to ▁stay ▁current ▁with ▁the ▁times ▁or ▁set ▁themselves ▁ahead ▁of ▁the ▁competition . ▁Comp an ies ▁also ▁util ize ▁re brand ing ▁as ▁an ▁effective ▁market ing ▁tool ▁to ▁hide ▁mal p ract ices ▁of ▁the ▁past , ▁thereby ▁shed ding ▁negative ▁con not ations ▁that ▁could ▁potentially ▁affect ▁profit ability . ▁ ▁Corpor ations ▁such ▁as ▁Cit igr oup , ▁A OL , ▁American ▁Express , ▁and ▁Gold man ▁Sach s ▁all ▁util ize ▁third - party ▁vend ors ▁that ▁special ize ▁in ▁brand ▁strategy ▁and ▁the ▁development ▁of ▁corpor ate ▁identity . ▁Comp an ies ▁invest ▁valuable ▁resources ▁into ▁re brand ing ▁and ▁third - party ▁vend ors ▁because ▁it ▁is ▁a ▁way ▁to ▁protect ▁them ▁from ▁being ▁black b alled ▁by ▁customers ▁in ▁a ▁very ▁compet itive ▁market . ▁Dr . ▁Roger ▁S inc la ir , ▁a ▁leading ▁expert ▁on ▁brand ▁valu ation ▁and ▁brand ▁equ ity ▁practice ▁world wide ▁stated , ▁“ A ▁brand ▁is ▁a ▁resource ▁acquired ▁by ▁an ▁enter prise ▁that ▁generates ▁future ▁economic ▁benefits .” ▁Once ▁a ▁brand ▁has