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is often intended to escape the negative legacy of a brand such as poor sustainability practices or association with an out-of-date technology, fashion or product.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. | |
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