"RE BRANDING" Getting your Brand The New Face
A time comes when not every but almost about 80 to 90 % of people think of rebranding. 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. Far from just a change of visual identity, rebranding should be part of an overall brand strategy for a product or service. This may involve radical changes to the brand's logo, brand name, image, marketing strategy, and advertising themes. These changes are typically aimed at the repositioning of the brand/company, sometimes in an attempt to distance itself from certain negative connotations of the previous branding, or to move the brand up market. However the main reason for a re-brand is to communicate a new message for a company, something that has evolved, or the new board of directors wish to communicate.
However rebranding is seen as a way to come with something new to the customers but at that time if some things if not kept in mind can make rebranding disaster. Following are some tips that you can adopt to help you avoid such disaster.
The very first thing to be done or to be kept in mind is staying relevant; since your brand was established it may have carried certain principles and values along with it and without shaking those values and having making the same association you have to rebrand an rehash your original brand. While brand expansion analyses of the target market is also important. Brands reflect everything right from customer perception and experience to quality, look and feel, customer care, and retail and web environments. When you are navigating the brand have a specific reason for the same, navigating without a plan will not provide you with the results that you always wanted.
If you have in-house experts its well and fine but if you outsourcing such an important job it’s important for you to know everything about the person doing this job for you whether he has good background whether he is experienced. Although you are into rebranding but make one thing sure that you aren’t gonna put your brand equity and goodwill at stake.
When researched about the top most disaster in the market brands we came up with the following names.
The SciFi Channel's "text-friendly" new name is a slang word for syphilis
Tropicana underestimates their customers' attachment to a classic
London may have won the bid, but its weird Olympic logo has everyone up in arms
Radio Shack tries really, really hard to be hip, with "The Shack"
Capital One revamps with a dated and irrelevant swoosh
Accenture: The ultimate corporate name that means nothing
Blackwater tries to erase the past with "Xe" (pronounced 'Zee')
We're not sure why Pepsi's new logo cost them $1 million to develop
Comcast introduces.... "Xfinity"
And then there's Aol. (yes, with the period) -- and the jury is still out.
Have a PR crisis on your hands? These will make you feel better!
Sometimes that rebranding can change your corporate identity; but this isn’t a big thing because the results yield in such case is very rare. The benefits of corporate rebranding can be short lived, because once you launch the brand in the market the affect of its presence among the minds of customers is for a short time and similar will be the effect of the change. It is almost the easiest way of earning money but you can see what if they do not work in manner thought of.
Examples of some successful rebranding are as follows
CITROEN
STARBUCKS COFFEE
AIR FRANCE
FANTA
SPRITE
BT
APPE
BEST BUY
AFC CHAMPIONS
SANDISK
PYRAMID BREWERIES
CAPITAL ONE
BP
INTEL
COMPAQ
KFC
BARCLAYCARD
BNZ
WALMART
DUCATI
AT&T
FIREFOX
DUBAI INTERNATIONAL
CISCO
CNET
Getting a quick view of all the positive and negative effects of rebranding you can manage your next rebranding efficiently

A time comes when not every but almost about 80 to 90 % of people think of rebranding. 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. Far from just a change of visual identity, rebranding should be part of an overall brand strategy for a product or service. This may involve radical changes to the brand's logo, brand name, image, marketing strategy, and advertising themes. These changes are typically aimed at the repositioning of the brand/company, sometimes in an attempt to distance itself from certain negative connotations of the previous branding, or to move the brand up market. However the main reason for a re-brand is to communicate a new message for a company, something that has evolved, or the new board of directors wish to communicate.
However rebranding is seen as a way to come with something new to the customers but at that time if some things if not kept in mind can make rebranding disaster. Following are some tips that you can adopt to help you avoid such disaster.
The very first thing to be done or to be kept in mind is staying relevant; since your brand was established it may have carried certain principles and values along with it and without shaking those values and having making the same association you have to rebrand an rehash your original brand. While brand expansion analyses of the target market is also important. Brands reflect everything right from customer perception and experience to quality, look and feel, customer care, and retail and web environments. When you are navigating the brand have a specific reason for the same, navigating without a plan will not provide you with the results that you always wanted.
If you have in-house experts its well and fine but if you outsourcing such an important job it’s important for you to know everything about the person doing this job for you whether he has good background whether he is experienced. Although you are into rebranding but make one thing sure that you aren’t gonna put your brand equity and goodwill at stake.
When researched about the top most disaster in the market brands we came up with the following names.
The SciFi Channel's "text-friendly" new name is a slang word for syphilis
Tropicana underestimates their customers' attachment to a classic
London may have won the bid, but its weird Olympic logo has everyone up in arms
Radio Shack tries really, really hard to be hip, with "The Shack"
Capital One revamps with a dated and irrelevant swoosh
Accenture: The ultimate corporate name that means nothing
Blackwater tries to erase the past with "Xe" (pronounced 'Zee')
We're not sure why Pepsi's new logo cost them $1 million to develop
Comcast introduces.... "Xfinity"
And then there's Aol. (yes, with the period) -- and the jury is still out.
Have a PR crisis on your hands? These will make you feel better!
Sometimes that rebranding can change your corporate identity; but this isn’t a big thing because the results yield in such case is very rare. The benefits of corporate rebranding can be short lived, because once you launch the brand in the market the affect of its presence among the minds of customers is for a short time and similar will be the effect of the change. It is almost the easiest way of earning money but you can see what if they do not work in manner thought of.
Examples of some successful rebranding are as follows
CITROEN
STARBUCKS COFFEE
AIR FRANCE
FANTA
SPRITE
BT
APPE
BEST BUY
AFC CHAMPIONS
SANDISK
PYRAMID BREWERIES
CAPITAL ONE
BP
INTEL
COMPAQ
KFC
BARCLAYCARD
BNZ
WALMART
DUCATI
AT&T
FIREFOX
DUBAI INTERNATIONAL
CISCO
CNET
Getting a quick view of all the positive and negative effects of rebranding you can manage your next rebranding efficiently