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Coon's rebranding dilemma: polishing a brand name to stay out of controversy

  • Written by Abas Mirzaei, Senior Lecturer - Branding, Macquarie University

The makers of Coon cheese will no doubt have paid close attention to the publicity surrounding Nestle’s rebadging of its Red Skins and Chicos confectionary brands.

While the change of Chicos to Cheekies was uncontroversial, the change of Red Skins to Red Ripper – a name given decades ago to Soviet serial killer Andrei Chikatilo –...

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