What is rebranding?
The comprehensive revision or redesign of an existing brand in order to adapt it to changing needs or to improve its impact. This is often related to fundamental strategic changes, e.g. a complete reorientation of the business, or mergers where two previous brands are brought together under a new, shared brand.
What is the strategic foundation for rebranding?
As the foundation for an informed decision, a systematic brand audit is carried out, for example, to clarify the scope and measures. The rebranding is then developed — from strategy to design to implementation.
What does rebranding consist of?
A rebranding can build on the existing brand essence and design elements — or create a completely new brand. Depending on the situation, a rebranding may also include the development of a new brand name and a new logo.
What is the purpose of rebranding?
Rebranding sends a strong signal to the outside world. It demonstrates that the company continues to evolve and remains relevant.
What does it take to launch a rebranding?
The launch of a completely redesigned brand under a new name requires intensive accompanying communication in order to build brand equity, generate attention and ensure recognizability.
What is the difference between rebranding and brand refresh?
The two terms are often used as synonyms. However, in the course of a brand refresh, the brand name remains unchanged in order to ensure recognizability. In most cases, the logo is also retained or only slightly revised. |
