Rebranding

In marketing, Rebranding is the creation of a new name, term, symbol, design, or combination thereof for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, 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 e.g.orphan initialism, image, marketing strategy, and advertising themes. These changes are typically aimed at the repositioning of the brand/company, sometimes in an attempt to distance itself from certain negative connotations of the previous branding, or to move the brand upmarket. However, the main reason for a re-brand is to communicate a new message for a company, something that has evolved, or the new board of directors wish 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."

Read more about RebrandingCorporate Rebranding, Potential Reasons For Corporate Rebranding, Product Rebranding, Small Business Rebranding

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Small Business Rebranding
... Small businesses face different challenges from large corporations and must adapt their rebranding strategy accordingly ... implementing change gradually, small businesses are sometimes better served by rebranding their image in a short timeframe – especially when existing brand notoriety is low ... necessarily having a professionally designed brand image, “rebranding becomes a critical step for a company to be considered seriously when expanding to more ...
Isle Of Man Steam Packet Company - History - 2008 Rebranding
... The first part of the rebranding was first exercised with the Sea Express 1 becoming Snaefell and SuperSeaCat Two becoming Viking, the latter having now been sold and operating for ... received complete internal refits which reflected the company's new colours and the rebranding of the company's on board lounges ...
The Careers Group, University Of London - A Brief History - Rebranding
... In 2005, about a year after the re-branding exercise, The Careers Group moved to new purpose-built premises, having spent 48 years in Gordon Square ... UCL Careers Service and SICS moved to the University of London Union Building whilst the Directorate, Central Services and C2 moved to Stewart House, Russell Square ...