Rebranding

Air Line Diner, partially rebranded as Jackson Hole Diner

Rebranding is a marketing strategy in which a new name, term, symbol, design, concept or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.[1] Often, this involves radical changes to a brand's logo, name, legal names, image, marketing strategy, and advertising themes. Such changes typically aim to reposition the brand/company, occasionally to distance itself from negative connotations of the previous branding, or to move the brand upmarket; they may also communicate a new message a new board of directors wishes to communicate.

Rebranding can be applied to new products, mature products, or even products still in development. The process can occur through a change in marketing strategy or in various other situations such as Chapter 11 corporate restructuring, union busting, or bankruptcy. Rebranding can also refer to a change in a company or corporate brand that may own several sub-brands for products or companies.

  1. ^ Muzellec, L.; Lambkin, M. C. (2006). "Corporate rebranding: destroying, transferring or creating brand equity?". European Journal of Marketing. 40 (7/8): 803–824. doi:10.1108/03090560610670007 – via SlideShare.