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| R E B R A N D I N G |
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| Created and managed by EDUCATION GRAPHICS |
| In a perfect world, a brand is created so well from the beginning it will never need to be overhauled — just massaged to grow with the company. But in reality, many companies find themselves a few years into business — or even 15 or 20 years into business — and in the middle of an identity crisis. The single biggest reason for rebranding is to stay current with how the market perceives you. Rebranding also comes into play after a merger or acquisition, introduction of new products or services, or after the company image has been tainted. But the decision to rebrand should not be made lightly because it's expensive and it's time-consuming. A total rebrand is rarely needed, and typically a company needs only updating or refreshing. |
| REBRANDING is the process by which a company (or organisation) or a product (or products) developed with one brand/company is marketed or distributed with a different identity. This may just involve merely superficial changes, but can involve radical changes to the logo, brand name, image, marketing strategy, and advertising themes. It usually results in the repositioning of the brand/company. The process can be done purposely - for example as a result of a deliberate change in strategy, or result from unplanned, emergent, or reactive dynamics - for example out of necessity following corporate restructuring (often, rebranding is necessary when one company acquires another, along with its products). |
| One of the worst things is when executives come in and there is a great brand and a great story but they want to leave their mark, so they want to change things for the sake of change. Getting it right can be the difference between success and failure - British Post Office's attempt to rebrand itself as Consignia proved such a failure that millions more had to be spent going back to square one. In March 2001, the UK’s Post Office, founded in 1635 by Charles I, changed its name to Consignia. One year later, the Consignia chairman confirmed on BBC television that the group would be ditching Consignia, “probably in less than two years”. As it turned out, the ditch came on June 13, 2002 – sooner than expected but probably not soon enough. Now, have a look at some examples of REBRANDING CONTINUE or go to ACTIVITY |