Rebranding

This is when a company updates or revises a brand based on internal or external pressures. It is often necessary after a merger, or if a brand has outgrown its identity in the marketplace. Rebranding can involve radical changes to a brand’s logo, name, image, marketing strategy, or advertising approach, or the changes can be superficial. Rebranding can be applied to new products, mature products, or even unfinished products. A rebrand for the sake of rebranding offers great risk. Any rebranding should have a business situation as the catalyst.