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. 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, and advertising themes.
Re-branding is not just about changing a logo, failed rebrands occur when not enough time has been spent on planning and communicating the reason for the change, both internally and externally. It has to be strategic.
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Need to re-invent
* Companies who have gone in for a makeover say fierce competition, plummeting sales revenues and need for marketing innovation made rebranding inevitable for them. * A makeover may include essential changes to the brand’s logo, advertising theme or even the brand philosophy. Sometimes, it is just the need to connect with the changing times that a brand may want to change its look. * Rebranding due to a need to differentiate from competitors * Rebranding due to a need to shed a negative image * Rebranding due to emergent situations
About the study
Title: To study the concept of Brand re-invention with Logos as an influential branding instrument
Objectives of the study:-
To study the significance of a brand logo and its impact on customers, prospective customers and image of the company/product/brand.
Literature review
* All logo change does not necessitate discarding everything from the past; according to Ashwini Deshpande, director - Elephant Strategy + Design, they only change to align themselves with the aesthetic trends. "They do not necessarily change or realign their values or DNA," says Deshpande. It really depends on the lifecycle of a product or service.
* © ReBrand- “Smart marketers evolve their brands
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. 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, and advertising themes.
Re-branding is not just about changing a logo, failed rebrands occur when not enough time has been spent on planning and communicating the reason for the change, both internally and externally. It has to be strategic.
.
Need to re-invent
* Companies who have gone in for a makeover say fierce competition, plummeting sales revenues and need for marketing innovation made rebranding inevitable for them. * A makeover may include essential changes to the brand’s logo, advertising theme or even the brand philosophy. Sometimes, it is just the need to connect with the changing times that a brand may want to change its look. * Rebranding due to a need to differentiate from competitors * Rebranding due to a need to shed a negative image * Rebranding due to emergent situations
About the study
Title: To study the concept of Brand re-invention with Logos as an influential branding instrument
Objectives of the study:-
To study the significance of a brand logo and its impact on customers, prospective customers and image of the company/product/brand.
Literature review
* All logo change does not necessitate discarding everything from the past; according to Ashwini Deshpande, director - Elephant Strategy + Design, they only change to align themselves with the aesthetic trends. "They do not necessarily change or realign their values or DNA," says Deshpande. It really depends on the lifecycle of a product or service.
* © ReBrand- “Smart marketers evolve their brands
References: * Building Strong Brands written by (The Free Press, 1996), David Aaker, a professor at the University of California at Berkeley. 1. France tourism logo (January 2009) 2 3. Air France (February 2009) 4 5. Kraft Foods (February/July 2009) 6 7. Cheer Detergent (March 2009) 8 9. Hudson’s Bay Co. (March 2009) 10 11. Discovery Kids (April 2009) 12 13. Society for Environmental Graphic Design (SEGD) (April 2009) 14 15. Packard Bell (April 2009) 16 17. Fort Worth Museum of Science and History (May 2009) 18 19. Spanair (May 2009) 20 21. Quicktime (June 2009) 22 23. Vistaprint (July 2009) 24 25. Design Management Institute (July 2009) 26 27. Network Solutions (July 2009) 28 29. Meredith Corporation (August 2009) 30 31. Good Humor Ice Cream (August 2009) 32 33. Silicon Graphics, Inc. (SGI) (September 2009) 34 35. Hilton Worldwide (September 2009) 36 37. Hertz (October 2009) 38 39. Frigidaire (October 2009) 40 41. F-Secure (October 2009) 42 43. MSN (November 2009) 44