Re-branding
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Re-branding
Rebranding is the creation of a new name, term, symbol, design, or a combination of them for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors.[1] Far from just a change of visual identity, rebranding should be part of an overall brand strategy for a product or service. [2] This may involve radical changes to the brand's logo, brand name, 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.
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Rebranding: What, When and Why | Branding & Internet Marketing Blog

What is rebranding and when and why should a company consider it?
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