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Rebranding is a marketing strategy in which a new name, term, symbol, design, concept or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.(1) Often, this involves radical changes to a brand's logo, name, legal names, image, marketing strategy, and advertising themes. Such changes typically aim to reposition the brand/company, occasionally to distance itself from negative connotations of the previous branding, or to move the brand upmarket; they may also communicate a new message a new board of directors wishes to communicate.
Rebranding can be applied to new products, mature products, or even products still in development. The process can occur intentionally through a deliberate change in strategy or occur unintentionally from unplanned, emergent situations, such as a "Chapter 11" corporate restructuring," "union busting" or "bankruptcy." Rebranding can also refer to a change in a company/ corporate brand that may own several sub-brands for products or companies.
While rebranding seems to be a hot ticket around the world, NP members aren't talking about it. Why?
Rebranding can be applied to new products, mature products, or even products still in development. The process can occur intentionally through a deliberate change in strategy or occur unintentionally from unplanned, emergent situations, such as a "Chapter 11" corporate restructuring," "union busting" or "bankruptcy." Rebranding can also refer to a change in a company/ corporate brand that may own several sub-brands for products or companies.
While rebranding seems to be a hot ticket around the world, NP members aren't talking about it. Why?
