Indian Journal of Marketing

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Rebranding: An Emerging Brand Marketing Strategy (Trends, Issues and Challenges)


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This paper provides an analysis of the elements of rebranding, rebranding examples, and mistakes made in rebranding to determine if the rebranding process is successful. It's the latest trend in corporate America and its happening on a regular basis. "Rebranding" is being used extensively by companies. Branding is critical to product identification and is a key factor in differentiating a product from its competition. A company's brand is not what the company says it is but rather what others perceive it to be. When the brand no longer reflects the valuation of products and services, then rebranding is essential to the continued success of the company. Rebranding occurs when a product or service developed with one brand, company or product affiliation is marketed or distributed with a new and different identity. It is usually more than simply a change in the brand's logo and should involve radical changes to the brand name, image, marketing strategy and advertising themes.
Reasons for rebranding include a change in services offered by the company, a change in products offered by a company, a new product launch, an acquisition or merger of companies, a name change or a change in the marketplace. Key elements in the rebranding process should include adequate research, leadership engagement, organization-wide involvement, communication, training, brand launch events, and evaluation and control. Using these key elements led to successful rebranding efforts for companies such as Country Music Television (CMT), AT & T, Pitney Bowes, and General Electric. Using them unsuccessfully led to rebranding failures for New Coke, United Airlines, and USDA Rural Development. Several mistakes need to be avoided when implementing rebranding. If a company can successfully avoid key mistakes, and if the company implements the key elements of the rebranding process, then rebranding can be a success. When mistakes are made and the key elements are not followed, the chance of rebranding success diminishes rapidly.
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  • Rebranding: An Emerging Brand Marketing Strategy (Trends, Issues and Challenges)

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Abstract


This paper provides an analysis of the elements of rebranding, rebranding examples, and mistakes made in rebranding to determine if the rebranding process is successful. It's the latest trend in corporate America and its happening on a regular basis. "Rebranding" is being used extensively by companies. Branding is critical to product identification and is a key factor in differentiating a product from its competition. A company's brand is not what the company says it is but rather what others perceive it to be. When the brand no longer reflects the valuation of products and services, then rebranding is essential to the continued success of the company. Rebranding occurs when a product or service developed with one brand, company or product affiliation is marketed or distributed with a new and different identity. It is usually more than simply a change in the brand's logo and should involve radical changes to the brand name, image, marketing strategy and advertising themes.
Reasons for rebranding include a change in services offered by the company, a change in products offered by a company, a new product launch, an acquisition or merger of companies, a name change or a change in the marketplace. Key elements in the rebranding process should include adequate research, leadership engagement, organization-wide involvement, communication, training, brand launch events, and evaluation and control. Using these key elements led to successful rebranding efforts for companies such as Country Music Television (CMT), AT & T, Pitney Bowes, and General Electric. Using them unsuccessfully led to rebranding failures for New Coke, United Airlines, and USDA Rural Development. Several mistakes need to be avoided when implementing rebranding. If a company can successfully avoid key mistakes, and if the company implements the key elements of the rebranding process, then rebranding can be a success. When mistakes are made and the key elements are not followed, the chance of rebranding success diminishes rapidly.