Rebranding

Rebranding is the process of changing the corporate image of an organisation. It is a market strategy of giving a new name, symbol, or change in design for an already-established brand. The idea behind rebranding is to create a different identity for a brand, from its competitors, in the market.

There are several reasons for a company to go for rebranding. One prominent factor is to connect with customers. Rebranding is good for the business, but at the same time it may be risky. There is always a possibility that the consumers do not like the new brand.

There are two types of rebranding: one is Proactive rebranding and the other is Reactive rebranding. Proactive rebranding is done when a company recognises that there is an opportunity to grow, innovate, tap into new businesses or customers, and to reconnect with its users.

Reactive rebranding is done in a situation when the existing brand has been discontinued or changed. Possible reasons for such an action could be mergers & acquisitions, legal issues, negative publicity such as fraud, aiming to beat the competition, or create your own niche.

“REBRAND IS NOT JUST ABOUT BUZZING BRAND WORDS; IT'S ABOUT REPURPOSING YOUR LIVES, FINDING YOUR TRUE VOICE AND BUILDING AN AUTHENTIC BRAND THAT IMPACT LIVES. IT'S A CALL TO REEXAMINE OUR LIVES, OUR GOALS AND DREAMS; TO THINK ABOUT WHY WE DO WHAT WE DO, TO ALIGN LIVES BACK TO SOURCE (GOD) AND CONNECT WITH THE HEARTS OF PEOPLE. IT'S A MOVEMENT, TO HELP, TO ADD VALUE, TO CREATE MEANING, TO IMPACT LIVES.”

BERNARD KELVIN CLIVE

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Запоминаем:

established - учрежденный, установленный

prominent - известный, видный

to innovate - вводить новшества

discontinued - прекращено

mergers & acquisitions - слияния и поглощения

legal issues - правовые вопросы

negative publicity - негативная огласка, реклама

fraud - мошенничество