The Use of Public Relations and Advertising as a Tool for Re-Establishing and Rebranding Failing Products: A Study of VITAFOAM Nigeria Plc

Awobamise Ayodeji

Abstract: In Nigeria, it is no longer surprising to hear that a company that everyone thought was doing well is going out of business. The prevailing financial crisis in Nigeria and the world over has not helped issues. Companies are folding up by the day. Vitafoam Plc. was just one of the many companies that were hard hit by this problem. However after years of rebranding efforts, they finally emerged as market leader and have continuously being growing in leaps and bounds. The purpose of this research is to find out how Public Relations and Advertising activities helped reposition Vitafoam.

Keywords: Public Relations, Advertising, Re-branding, DAGMAR