Jul 25, 2006 04:38 PM
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Re-branding exisiting corporates with names & logos that better reflect theame & positioning & after going thu the trials & tribulations of changing the organization identity, result may not he a sexpected.
Failure of rebranding programme – Ex. Consignia, Aviva Monday, bearing point etc in these cases rebranding were complex & costly and carried high risk( new brand not matching the changed organization followed by considerable distraction)
British Airways was a classic example where becoz of rebranding it lost sight of impact that expenses affected by cost cutting measures. Its failure was not bcoz of any loopholes in branding exercise but they failed to communicate the change to the staff earlier branding was successful but the recent one was a disaster, they changed the planes first and later communicated internally and externally they should have done exactly the opposite the old style of BA is preferred to the new one. Getting customer insight is imp basic tenets of the corporate re-branding.
Despite all pitfalls big companies go for rebranding for changes due to mergers, demergers, new strategies & culture ore even share market listing.
Rebranding about repositioning a brand according to the market needs(getting answers to the no. of questions is necessary)
1] what will happen if change is not made
2] what are changes signaling.
3] whether key stakeholders & staff are aware of & positive about the change
4] how will competitors react
Big co’s like NIKE, APPLE, DISNEY have too gone for it the logos of these co’s reflect the brand
Ex.APPLE has moved from being a nichie company to a more mass market one thus changed the logo accordingly, Intel’s new logo with a new tag line “Intel.Leap ahead” isa combination of both the powerful earlier symbols the widely spread Intel inside logo created in 1991 & the original Intel “dropped-e” logo the new change reflects the happenings in the company from the world of micro processors the things like digital entertainment & health.
Finally to ensure that to whom the rebranding exercise is successful elaborate on finer points, define your specialty, relevant differentiations. After spotting consumer insights communicate with the staff and find out all chnges ir entails and involving all keyholders go ahead with the change.
