Rebranding
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According to Marketing Business News, "Rebranding is the process of changing the image of a company or product. The aim is to make the new image more attractive to consumers. It is a marketing strategy that involves changing the logo, name, symbols, or a combination of all of them. We rebrand to raise awareness of a company's or product's new identity."[1]
The Innis Maggiore Ad Agency, which works with major corporations, says concerning rebranding/repositioning: "When a brand’s meaning is strongly established in the mind, it’s extremely difficult — if not impossible — to change. It is possible to refine, adjust and hone a brand’s meaning when necessary. But repositioning a brand with a wholesale change? Hardly a chance."[2]
See also
External links
- Definition of rebranding, Economic Times
References
- ↑ What Is Rebranding? Definition And Examples
- ↑ Repositioning a Brand: JCPenney showed brand reinvention can stretch only so far by Dick Maggiore at the Innis Maggiore Ad Agency
