Preview

Changing Paradigms of Rebranding Strategies in Indian Perspective

Better Essays
Open Document
Open Document
3307 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Changing Paradigms of Rebranding Strategies in Indian Perspective
According to the AMA (American Marketing Association), Brand is a name, term, sign, symbol, design, or a combination of all used to uniquely identify a producer’s goods and services and differentiate them from competitors. Specifically, a brand is a name “yahoo.com” logo, jingle ‘bus 2 minutes’, “Maggie”, slogan ‘sense and simplicity’, “PHILIPS”, package design, spokesperson, color Red color,” Vodafone” which consumers associate with a specific product.

REBRANDING-WHAT IS IT? Rebranding occurs when a product or service developed with one brand, company or product line affiliation is marketed or distributed with a new and different identity. It is usually more than simply a change in brand’s logo and other superficial changes and should involve radical changes to the brand name, image marketing strategy and advertising themes. In order to complete Rebranding, several areas should be reviewed including positioning, personality, cluster of values, logo, company, identity and vision prior to the building of a brand. Rebranding can take place for a new product, a mature product, or even developing products. In some cases, a total rebrand may not be necessary but rather a partial rebrand. When a brand has been firmly established but may be outdated or needs refreshing due to new products or services, partial Rebranding may be more appropriate. It is critical that the brand value that’s been developed over the years not be eliminated. Subtle changes to update it may be all that is necessary to get the message across and revitalize sales. It is important to differentiate between Rebranding of a product versus repositioning of a product. Repositioning may involve a change in any of the marketing mix elements in an effort to respond to declining sales or market share. The goal in repositioning is to target existing products at new markets or segments. Repositioning may be part of Rebranding campaign. In contrast, Rebranding should involve a total change to

You May Also Find These Documents Helpful

  • Good Essays

    An important marketing technique mainly used is branding. Branding is the entire process involved in creating a unique name and image for a product in the consumer’s minds, and almost act’s as a business’s ‘identity’ as it creates an image for the business. A brand can be a powerful selling tool and can help achieve marketing objectives such as gaining market leadership and raising customer awareness. According to the chartered institute of marketing, the best brands create a special relationship with their customers, based on intangible qualities that evoke strong emotional responses. These might consist of a logo, a general look and feel, a tone of voice and the way the company interacts with its customers.…

    • 1389 Words
    • 6 Pages
    Good Essays
  • Satisfactory Essays

    Some companies use items that increase their brand name. A brand is a symbol or sign that gives identification of a product and brings out a difference among competitors. The three brands which are believed to have the strongest likelihood of remaining a source of advantage in the 21st century are Apple, Disney and Chick-fil-a.…

    • 481 Words
    • 2 Pages
    Satisfactory Essays
  • Better Essays

    Essay On Rivalry In Texas

    • 1005 Words
    • 5 Pages

    If you’re from Texas, then you are aware of how huge this state really is. Texas happens to be home to three of the top ten largest cities in the country. According to the 2010 US Census, Houston weighs in at number four; San Antonio at number eight; and Dallas at number nine. These big cities being in such close proximity to one another can lead to even bigger rivalries. Dallas, Texas vs. Houston, Texas is a tale as old as time. However, what’s interesting is that a lot of Texans aren’t even sure why this rivalry exists in the first place and how it’s still going so strong. Well, there are a couple of major factors that play a part in this unique rivalry. There’s the big sports rivalries, pop culture differences and similarities, differences…

    • 1005 Words
    • 5 Pages
    Better Essays
  • Powerful Essays

    Rebranding, as defined by Wikipedia Free Dictionary, is the process by which a finished product developed with one brand or company or product line affiliation is marketed or distributed with a different identity. This can be done purposefully or out of necessity. Frontier Airlines felt the necessity to re-identify themselves.…

    • 1323 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    Fieldwick, P. (2002). What is a Brand? Warc Monograph, available from www.warc.com [Accessed 6th November 2010].…

    • 7424 Words
    • 30 Pages
    Powerful Essays
  • Satisfactory Essays

    FTVMS110G

    • 2081 Words
    • 9 Pages

    Brand – refers to the name and iconography of a product, replaces interpersonal communication with the producer, attempts to overlay transformational values for the consumer.…

    • 2081 Words
    • 9 Pages
    Satisfactory Essays
  • Best Essays

    It has been asserted (Kennedy, 2012) that, a brand collects name, symbol, design, logo and term together, intended to identifies and differentiates a product or service. Consumers regard brands as an essential element of the production, and most companies usually charge a higher price due to the influence of branding, like Louis Vuitton. Belch, Belch, Kerr, and Powell (2009) depicted that, brands could make choices for consumers, which like something consumers want to buy, avoid, aspire and outgrow. Duncan (as cited in Belch et al., 2009) describes a brand as ‘ a perception resulting from experiences with, and information about, a company or a line of products.’ A brand is not just the production or a service, it can be seen as a symbol of a product. For instance, it is easily to recognize two clothes through the branding logo, despite of that they own some common features in terms of color, style and material. Moreover, it is what differentiates a production from its competitors. Brands have two qualities, which are tangible and intangible attributes. The tangible qualities are those can be seen, felt, tasted and smelt, such as product’s design, how much it costs and what it is made of. The intangible attributes, usually involve consumer’s consciousness, which like brand image, perceptions of users of the brand and image of store where sold (Belch et al., 2009).…

    • 2372 Words
    • 10 Pages
    Best Essays
  • Powerful Essays

    Perceptual Mapping

    • 1542 Words
    • 7 Pages

    Branding; is defined by Charles W. Lamb, co-author of Marketing: sixth edition; as a name, term, symbol, design, or combination thereof that identifies a seller’s product or service and differentiates them from competitors’ products. Perhaps, the successful of many businesses has been attributed to the positioning of a product or service associated to a brand that consumers would easily grasp and differentiate from other products within a category.…

    • 1542 Words
    • 7 Pages
    Powerful Essays
  • Good Essays

    Personal Brand

    • 847 Words
    • 4 Pages

    Brand has always been associated with marketing. Thus brand can be assumed to possess the attributes of creating a product with the hope for achieving satisfying exchange between consumer and supplier. On the other side, McCarthy has defined brand as the usage of name, term, symbol or combination of these for identifying a product. This has appeared to be the most well accepted idea as from the consumer’s perspective, a brand allows them to quickly tell the quality and helps them to decide on their purchasing process.…

    • 847 Words
    • 4 Pages
    Good Essays
  • Better Essays

    Improving brand image is an important way of increasing brand equity as it can help improving the strength, favorability, and uniqueness of the specific brand. It can be divided into two segments, repositioning the brand and changing brand elements. These segments enable some products that are in the maturity phase to be reintroduced again at an earlier stage of PLC when they have been modified (Donaldson, 1985) by sorting out the positive and negative associations. Repositioning enables companies to seek a change in customer’s perceptions of them in relation to compete other brands or changing customer expectations (Pride et al, 2007) that it requires establishing more compelling points of difference. It is important to reposition the brand on some key image dimensions and is needed to be more contemporary by creating relevant usage situations, a more contemporary user profile, or a more modern brand personality. This is because existing brands in the maturity phase of PLC may be seen as trustworthy to customers but also uninteresting and boring. Moreover, companies should secure a position which is unique and free from their close competitors. According to changes in customer tastes, repositioning the brand may include some combination of new products, new advertising, new promotions or new packaging.…

    • 1120 Words
    • 5 Pages
    Better Essays
  • Satisfactory Essays

    Ib Business Unit 27

    • 548 Words
    • 3 Pages

    2) A) Rebranding is when a company completes changes its marketing strategy through visuals and advertising techniques.…

    • 548 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    perfunctorily replacing it with a new brand would seem to contradict a century of marketing theory and practice. Despite of this fact rebranding has become a popular strategy for co mpanies. The idea of brands as a core asset upon which corporate success depends is deeply ingrained in modern corporate cu lture as well as being a central tenet of the marketing d iscipline. A further premise that underpins marketing education and practice is that strong brands are built through many years of sustained investment which, if well judged, will yield a loyal consumer franchise that will result in large sales, a high market share and a continuing stream of income for the brand owner. Despite this received wisdom, there has been a marked increase in the nu mber of high-profile co mpanies rebranding or renaming their organisations in the past few years. The efforts to discard a long-held brand name and starting again from scratch, apparently attempting to build a new brand overnight, would seem to run counter to the fundamental axio ms of marketing. The question then is: what exactly is driving this spate of rebranding and what are the performance imp licat ions for the new brands? This question would seem to provide a fertile ground for academic research but, as yet, very little consideration has been given to it in the academic literature. So in the present paper the researchers have tried to explore the rationale of rebranding through data analysis by using SPSS and Excel. For the purpose the data has been collected from CMIE Database (PROW ESS) and statistical…

    • 5682 Words
    • 23 Pages
    Good Essays
  • Powerful Essays

    Coke vs Pepsi de-Positioning

    • 3404 Words
    • 14 Pages

    Many times a company deliberately repositions its brand to attract new customers, based on characteristics, towards which, the market seems to be more interested in. This may often involve significant change in marketing strategies of such companies due to the market dynamics to promote and revitalize its brands. But,the concept we will be discussing here is based on repositioning of competitors’ brands rather than changing the position of one's own brand and is called De-positioning. Marketers are expected to do…

    • 3404 Words
    • 14 Pages
    Powerful Essays
  • Good Essays

    Rebranding needs to be done in one single shot. You can’t take too long to do it. Once you start building a list of things which you require a change, it easily appears to run into a couple of pages. Paying consideration to the minutest particulars is also important. But what is more necessary is that all of these changes have to made overnight, without breaking down any of the essential services.…

    • 1065 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Rebranding a Celebrity

    • 5422 Words
    • 22 Pages

    The world of entertainment is always demanding for something new and fresh. Instead of looking for a new talent, it would be more innovative to rebrand personalities from the industry that is no longer in the field of entertainment. Cynthia Kristina Kurleto, known as Cindy Kurleto, was to many people just a sexy figure. People would not buy such image anymore especially when there are better personalities in the industry who are in the present gaining a lot popularity and supporters.…

    • 5422 Words
    • 22 Pages
    Powerful Essays