What is Rebranding?
Rebranding is gaining greater popularity each day as it involves shedding a previously failed or negative image. This helps unsuccessful brands get another chance. For example, Philip Morris was rebranded into Altria.
The rebranding also helps brands that face a lot of competitive pressure to give themselves a sort of refresh.
Rebranding, in short, is the change of brand’s identity. Rebranding can be done by changing the elements that make up the brand’s identity, i.e., the name, logo, fonts, and taglines. The identity change can also take place while brand repositioning.
Rebranding usually works for the brands offering packaged goods. In business-to-business marketing, rebranding alone can’t always work. The main reason lies in the fact that B2B marketing isn’t done by advertisements with the duration of 30 seconds and package design. Relationships and actions perform B2B marketing.
If your company is B2B and you pass the task of rebranding to an advertising agency, they will complete the task quite successfully, and your company would have a new image. However, people usually think that rebranding would take away any present negative image and hence make the target customer base buy their products. This doesn’t always happen.
Why? Changing the packaging of the offered products doesn’t change the quality of the product itself. Take note that customer satisfaction solely depends upon the quality of products and not the wrapping and numerous rebranding strategies.
Repositioning a brand
Repositioning pays greater emphasis when it comes to changing what thoughts customers associate with brands.
Repositioning involves changing the brand’s promises, its overall personality in the market, and image. To communicate the new guarantees and claims regarding the brand’s products the tag lines are usually changed.
Also, the identity of the brand is updated or refreshed to make the repositioning process effective. However, not all repositioned brands end up with a new identity in the market.
The reason behind the ineffectiveness of repositioning is that the brand name doesn’t change and neither do the other identity elements with the exception of tagline, icon and some colors.
Another name for brand repositioning is a strategic brand alteration. Also, keep in mind that repositioning requires more effort and carefully formed strategies as compared to rebranding.
It revolves around the identification of the right markets and the right positioning. Also, it requires the implementation of the right actions to make the company dominant in the market, alignment of staff and service offerings. Furthermore, repositioning involves the identification and integration of new practices that are delivered by the brand and differentiating it from its previous image.
Another way to define rebranding
To make it easier to understand, rebranding is changing the wrapper of a gift. However repositioning is the process of ensuring that the gift itself is good just like the wrapping is and caters to the recipient’s needs. If the gift is good and wrapping isn’t, it still works better than the good wrapping and poor gift.
Before you spend huge sums of money on embellishing the outlook of the brand and rebranding it, make sure you’ve identified the problems and things that need to be changed.
You can also explain the difference between rebranding and repositioning by considering the brand as a person. If a person rebrands him or herself, they change their looks, get a new haircut and even lose unwanted weight.
However, when a person repositions itself, they tend to change their attitude or behavior. The type of strategy you should use depends upon the condition of the company in the market. The two techniques together can be used to achieve the long-term goals.
In the nutshell, rebranding refers to the change in the identity of the brand while repositioning is the change in the brand’s claims and promises regarding its products and services.