What is rebranding?
Posted: Sat Dec 07, 2024 7:56 am
The market and competition are constantly changing, the target group is maturing, its values and needs are changing, the next generation of consumers is growing up - all these factors must be taken into account in strategic marketing planning, otherwise the brand's success will be temporary. In order to adapt to changing reality and market conditions, a company may decide to rebrand . What does it mean in practice? First of all, major image changes, but also modifications to the company's internal business processes. So what exactly is rebranding , how to communicate it to your recipients?
What is rebranding?
Just as a brand is not just the name of a product india mobile phone number or company, rebranding is not just a change of visual identification, but a much deeper and more serious process, consisting of the transformation of the brand as a whole or its individual elements. If we were talking only about changing the logo, it would be appropriate to talk about redesign. Meanwhile, rebranding is associated not only with external changes, but also internal ones, which include the mission, values, structure and quality of the company's business processes.
Types of rebranding
A complete rebrand includes the maximum modification of the company and all elements of the brand – positioning, logo, visual identification, communication channels, values and mission. The process can also be partial, for example, when only the visual component of the brand book or the words used in the slogan are changed. On the other hand, partial rebranding is a change of a separate part of the company, e.g. updating the logo if it evokes unpleasant associations or resembles another brand, redesigning the product packaging to improve its recognition and make it more noticeable, and thus increase sales. In this case, a specific task or problem is solved.
There is also proactive and reactive rebranding. In the first case, the company is ahead of the curve: instead of waiting for sales to start falling, it changes the brand concept. In contrast, the reactive process is a reaction to criticism, falling sales and other negative factors that marketers try to minimize by changing the brand.
Rebranding goals and objectives
Depending on the scale and stage of development of the company, the industry, market conditions, and many other factors, the goals of rebranding may be completely different:
What is rebranding?
Just as a brand is not just the name of a product india mobile phone number or company, rebranding is not just a change of visual identification, but a much deeper and more serious process, consisting of the transformation of the brand as a whole or its individual elements. If we were talking only about changing the logo, it would be appropriate to talk about redesign. Meanwhile, rebranding is associated not only with external changes, but also internal ones, which include the mission, values, structure and quality of the company's business processes.
Types of rebranding
A complete rebrand includes the maximum modification of the company and all elements of the brand – positioning, logo, visual identification, communication channels, values and mission. The process can also be partial, for example, when only the visual component of the brand book or the words used in the slogan are changed. On the other hand, partial rebranding is a change of a separate part of the company, e.g. updating the logo if it evokes unpleasant associations or resembles another brand, redesigning the product packaging to improve its recognition and make it more noticeable, and thus increase sales. In this case, a specific task or problem is solved.
There is also proactive and reactive rebranding. In the first case, the company is ahead of the curve: instead of waiting for sales to start falling, it changes the brand concept. In contrast, the reactive process is a reaction to criticism, falling sales and other negative factors that marketers try to minimize by changing the brand.
Rebranding goals and objectives
Depending on the scale and stage of development of the company, the industry, market conditions, and many other factors, the goals of rebranding may be completely different: