Rebranding: What is it and how does it affect corporate image?
Posted: Wed Dec 18, 2024 5:24 am
Rebranding is a marketing strategy that aims to produce significant changes in the target audience's perception of a brand and the corresponding company.
The rise of social media such as Instagram and Facebook , the emergence of new technologies and changes in consumption patterns have forced many companies to ask themselves the following question: renew or die? When that happens, Rebranding emerges as the answer.
Rebranding encompasses all those actions aimed at kyrgyzstan email list 36839 contact leads redefining or rebuilding the corporate image, including:
change of logo and other graphic representations;
renewal of the offer of products or services;
launch in different markets or sectors;
changing the tone of communication with clients and leads;
modification of the trade name.
Wow! These are “aggressive” actions, right? But sometimes it is the best (or only) alternative for the Marketing department .
That is why the objectives of this strategy must be well known.
We'll talk about them below!
What are the objectives of Rebranding?
“When should I do a Rebranding?” is a question that many entrepreneurs and business owners ask themselves.
To answer this question, it is necessary to understand what the main objectives of this strategy are, and among them are the 3 that we will explain in the following lines.
1. Image damage repair
For various reasons, companies in different sectors can end up with a really deteriorated corporate image .
There are many factors that can cause this to happen, such as the launch of a defective product, large-scale legal accusations, or simply a lack of adaptability to the digital age.
In these cases, rebranding stops seeming like a risky decision and becomes a necessity.
2. Elimination of prejudices and paradigms
A brand can be successful and, at the same time, be viewed with certain doubts and prejudices by its regular customers and the rest of the market.
For example, despite being a very profitable company with excellent sales levels, many McDonald's users are concerned that the chain's food is not healthy and, therefore, consider the alternative of lowering their consumption levels or looking for new options.
The brand understood the problem that this could generate, specifically in Europe, and developed a rebranding project on the continent, which included replacing red with green as the main corporate color, with the aim of associating the company with the healthy trend.
McDonald's also added low-fat food alternatives, such as salads, and reduced waste emissions, as it also understood that the European public is increasingly committed to environmental care.
Logically, in a company as successful as this one, backed by solid marketing strategies, changing the business name and migrating to another sector were not necessary steps.
The rise of social media such as Instagram and Facebook , the emergence of new technologies and changes in consumption patterns have forced many companies to ask themselves the following question: renew or die? When that happens, Rebranding emerges as the answer.
Rebranding encompasses all those actions aimed at kyrgyzstan email list 36839 contact leads redefining or rebuilding the corporate image, including:
change of logo and other graphic representations;
renewal of the offer of products or services;
launch in different markets or sectors;
changing the tone of communication with clients and leads;
modification of the trade name.
Wow! These are “aggressive” actions, right? But sometimes it is the best (or only) alternative for the Marketing department .
That is why the objectives of this strategy must be well known.
We'll talk about them below!
What are the objectives of Rebranding?
“When should I do a Rebranding?” is a question that many entrepreneurs and business owners ask themselves.
To answer this question, it is necessary to understand what the main objectives of this strategy are, and among them are the 3 that we will explain in the following lines.
1. Image damage repair
For various reasons, companies in different sectors can end up with a really deteriorated corporate image .
There are many factors that can cause this to happen, such as the launch of a defective product, large-scale legal accusations, or simply a lack of adaptability to the digital age.
In these cases, rebranding stops seeming like a risky decision and becomes a necessity.
2. Elimination of prejudices and paradigms
A brand can be successful and, at the same time, be viewed with certain doubts and prejudices by its regular customers and the rest of the market.
For example, despite being a very profitable company with excellent sales levels, many McDonald's users are concerned that the chain's food is not healthy and, therefore, consider the alternative of lowering their consumption levels or looking for new options.
The brand understood the problem that this could generate, specifically in Europe, and developed a rebranding project on the continent, which included replacing red with green as the main corporate color, with the aim of associating the company with the healthy trend.
McDonald's also added low-fat food alternatives, such as salads, and reduced waste emissions, as it also understood that the European public is increasingly committed to environmental care.
Logically, in a company as successful as this one, backed by solid marketing strategies, changing the business name and migrating to another sector were not necessary steps.