REBRANDING

Rebranding

Rebranding

Introduction

Rebranding is the creation of a new name, term, symbol, design or a combination of them for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors (Muzellec, L. and Lambkin, M. C. 2006).

Rebranding can be applied to new products, mature products, or even products still in development. The process can occur intentionally through a deliberate change in strategy or occur unintentionally from unplanned, emergent situations (Muzellec, L. and Lambkin, M. C. 2006).

Why Rebranding

There are some instances in which company rebranding is the main to productively reposition a firm or brand. Rebranding strategies and rebranding schemes are advantageous and wanted when the firm or brand label now has tough, pertinent implicit differentiation, is presently performing everything right, and the sole intent of rebranding is to consider what the firm is now performing in a much more persuasive, persuasive manner (Sinclair, Roger, 1999). In short, company rebranding is about strategically cleaning the crunchy yield with sharper, more differentiating positioning.

This may include thorough modifications to the brand's logo, brand label, photograph, selling strategy, and promulgating themes. These modifications are usually focused at the repositioning of the brand/company, at times in an endeavor to way itself from certain opposing connotations of the earlier branding, or to progress the brand label up market. However the principle justification for a re-brand is to convey a new communication for a firm, a thing that has grew or the new board of chief managers hopes to communicate (Gotsi, M., Andriopoulos, C., 2007).



Mistakes in Rebranding

Businesses have to stay recent to vie with other enterprises that are popping up all over the world, and all over the Internet. One of the means enterprises stay recent is to rebrand themselves. If one are organizing to rebrand one's firm, read on ...