A-Z Popular Blog Branding Search »
Branding
 Advertisements
Marketing Guides
Related Topics
Brand Recognition

Brand Metrics

12 Types of Rebranding

 ,
Rebranding is a change to a firm's brand. This may be done to modernize a product, address customer confusion, bury a negative legacy or reflect a change in strategy. The following are common elements of rebranding.

Brand Name

Changing a brand name. For example, consolidating a series of brands in a brand family. Firms invest significant resources in achieving brand recognition such that changing your primary brand name is viewed as a drastic action that is only performed to repair a negative reputation.

Visual Branding

Changes to the visual symbols of a brand such as colors, shapes, typography, logos, packaging, promotional styling and environments.

Brand Identity

Brand identity is everything a firm wants to be in the eyes of customers. This starts with a brand concept that represents the basic idea behind a brand. Brand identity is difficult to communicate and can often change without customers noticing. For example, it might take a firm a decade before most customers recognize a major shift in a firm's mission and vision.

Brand Legacy

Rebranding is often intended to escape the negative legacy of a brand such as poor sustainability practices or association with an out-of-date technology, fashion or product. However, in some cases a rebranding may be intended to highlight a firm's legacy. For example, a candy company that rebrands with old fashioned logos to highlight that the brand has been part of a culture for decades.

Brand Promise

A brand promise is a short statement resembling a slogan that communicates what customers can expect of your brand. This is designed to be direct, short and memorable.

Authentic Branding

An attempt to actually change as a company as opposed to a change to brand image that doesn't reflect underlying realities. For example, a power company that actually launches a serious program of environmental stewardship as opposed to adopting a green logo without any actual changes to strategy and operations.

Internal Branding

In cases of authentic branding, rebranding may begin internally to get employees on board with a new mission and vision.

Customer Experience

Changes to customer experience such as redesigned products and services. For example, a bicycle helmet company that rebrands after a series of safety incidents may redesign its helmets to be safer.

Pricing & Distribution

Elements of the marketing mix such as pricing and distribution may be changed along with a rebranding. For example, an ecommerce company that opens new physical shops may change its slogan and visual branding.

Promotion

It is common to promote a rebranding with extensive advertising campaigns and other promotional efforts.

Storytelling

Storytelling is the art of making information interesting. For example, a firm that wants to promote its brand legacy that captures and communicates interesting anecdotes about the firm's past.

Experimentation

Rebranding an established brand is a high risk proposition that tends to have a high rate of failure. As such, it is common to experiment and measure results before scaling a brand change.
Overview: Rebranding
Type
Definition
A change to a firm's brand.
Related Concepts

Branding

This is the complete list of articles we have written about branding.
Brand Architecture
Brand Attributes
Brand Authenticity
Brand Awareness
Brand Development
Brand Diffusion
Brand Equity
Brand Experience
Brand Extension
Brand Family
Brand Guidelines
Brand Identity
Brand Loyalty
Brand Management
Brand Metrics
Brand Objectives
Brand Perception
Brand Positioning
Brand Recognition
Brand Status
Brand Strategy
Brand Voice
Image
Moment Of Truth
Product Line
Rebranding
Top Of Mind
Types Of Brand
Umbrella Brand
Visual Marketing
More ...
If you enjoyed this page, please consider bookmarking Simplicable.
 

Branding

A list of steps for building a brand.

Branding Guide

An overview of 20+ common branding techniques.

Brand Experience

A complete guide to brand experience.

Customer Value

The definition of customer value with examples.

Household Name

The definition of household name with examples.

Customer Journey Map

A guide to customer journey maps with complete examples.

Coolness

The definition of coolness with examples.

Brand Status

The definition of brand status with examples.

Luxury Goods

The definition of luxury good with examples.

Brand Management

A list of brand management techniques.

Brand Analysis

A definition of brand analysis with examples.

Brand Risk

The common types of brand risk.

Brand Attributes

A list of brand attributes.

Brand Guidelines

An overview of brand guidelines.

Brand Identity

An overview of brand identity with examples.

Brand Strategy Examples

A list of brand strategy examples.

Brand Values

An overview of brand values with a list of examples.
The most popular articles on Simplicable in the past day.

New Articles

Recent posts or updates on Simplicable.
Site Map