Information about Rebranding
Rebranding is the process by which a product or service developed with one brand or company or product line affiliation is marketed or distributed with a different identity. This involves radical changes to the brand's logo, brand name, image, marketing strategy, and advertising themes. It usually results in the repositioning of the brand / company. It may just involve merely superficial changes. Rebranding can be applied to either new products, mature products, or even unfinished products. The process can be done purposely (for example as a result of a deliberate change in strategy), or result from unplanned, emergent, or reactive dynamics (for example out of necessity following corporate restructuring).
Often, rebranding is necessary when one company acquires another, along with its products. For example, Norton CleanSweep, now a part of the Norton SystemWorks product was originally Quarterdeck CleanSweep prior to Symantec's acquisition of Quarterdeck in November 1998. Much of Microsoft's product line consists of rebranded products, including MS-DOS, FoxPro and Visio.
When a product offering is marketed separately to several target markets this is called market segmentation. When part of a market segmentation strategy involves offering significantly different products in each market, this is called product differentiation. This market segmentation/product differentiation process can be thought of as a form of rebranding. What distinguishes it from other forms of rebranding is that the process does not entail the elimination of the original brand image. Dexxa computer mice are rebranded Logitech devices sold at a lower price by Logitech in the low-end market segment without undercutting their mid-range products. Rebranding in this manner allows one set of engineering and QA to be used to create multiple products with minimal modifications and additional expense.
New Coke and British Airways ethnic liveries are both attempts at rebranding that had to be aborted due to a poor reception from the public. BA's world art tailfins were well received abroad, but failed to please the carrier's key customers, British and North American travellers.
Rebranding has become something of a fad in the last decade, with some companies rebranding several times. Other rebrandings, such as the British Post Office's attempt to rebrand itself as Consignia, have proved such a failure that millions more had to be spent going back to square one.
Often, rebranding is necessary when one company acquires another, along with its products. For example, Norton CleanSweep, now a part of the Norton SystemWorks product was originally Quarterdeck CleanSweep prior to Symantec's acquisition of Quarterdeck in November 1998. Much of Microsoft's product line consists of rebranded products, including MS-DOS, FoxPro and Visio.
When a product offering is marketed separately to several target markets this is called market segmentation. When part of a market segmentation strategy involves offering significantly different products in each market, this is called product differentiation. This market segmentation/product differentiation process can be thought of as a form of rebranding. What distinguishes it from other forms of rebranding is that the process does not entail the elimination of the original brand image. Dexxa computer mice are rebranded Logitech devices sold at a lower price by Logitech in the low-end market segment without undercutting their mid-range products. Rebranding in this manner allows one set of engineering and QA to be used to create multiple products with minimal modifications and additional expense.
New Coke and British Airways ethnic liveries are both attempts at rebranding that had to be aborted due to a poor reception from the public. BA's world art tailfins were well received abroad, but failed to please the carrier's key customers, British and North American travellers.
Rebranding has become something of a fad in the last decade, with some companies rebranding several times. Other rebrandings, such as the British Post Office's attempt to rebrand itself as Consignia, have proved such a failure that millions more had to be spent going back to square one.
See also
References
Hanson Associates Rebrands M.A.B.'s Sea Shore Line of Premium Paints Aspinwall Classification System (Leo Aspinwall, 1958) classifies and rates products based on five variables:
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- Replacement rate (How frequently is the product repurchased?)
- Gross margin (How much profit is obtained from each product?)
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Service can refer to:
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- Public services, services carried out with the aim of providing a public good
- A penetrant, as defined by a building code
- Service (Systems Architecture), the provision of a discrete business or technology function within a systems environment; i.
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A brand includes a name, logo, slogan, and/or design scheme associated with a product or service. Brand recognition and other reactions are created by the use of the product or service and through the influence of advertising, design, and media commentary.
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Product lining is the marketing strategy of offering for sale several related products. Unlike product bundling, where several products are combined into one, lining involves offering several related products individually.
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A marketing strategy[1] [2] is a process that can allow an organization to concentrate its (always limited) resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.
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Advertising is paid, one-way communication through a medium in which the sponsor is identified and the message is controlled by the sponsor. Variations include publicity, public relations, etc..
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Positioning: The Battle for Your Mind", in which they define Positioning as "an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances." (p.
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Norton may refer to:
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Places
United Kingdom
England
- Norton, County Durham
- Norton, East Sussex
- Norton, Gloucestershire
- Norton, Halton
- Norton, Hertfordshire
- Norton, Isle of Wight
- Norton, Leicestershire
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Quarterdeck may refer to
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- A part of a ship. See Deck (ship).
- Quarterdeck Office Systems
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Symantec Corporation
Public (NASDAQ: SYMC )
Founded Sunnyvale, California (March 1 1982)
Headquarters Cupertino, California, USA (incorporated in Delaware)
Key people John W.
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Public (NASDAQ: SYMC )
Founded Sunnyvale, California (March 1 1982)
Headquarters Cupertino, California, USA (incorporated in Delaware)
Key people John W.
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19th century - 20th century - 21st century
1960s 1970s 1980s - 1990s - 2000s 2010s 2020s
1995 1996 1997 - 1998 - 1999 2000 2001
Year 1998 (MCMXCVIII
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1960s 1970s 1980s - 1990s - 2000s 2010s 2020s
1995 1996 1997 - 1998 - 1999 2000 2001
Year 1998 (MCMXCVIII
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Microsoft Corporation
Public (NASDAQ: MSFT )
Founded Albuquerque, New Mexico, USA (April 4 1975)[1]
Headquarters Redmond, Washington, United States
Key people Bill Gates, Co-founder and Executive Chairman ;
Paul Allen, Co-founder ;
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Public (NASDAQ: MSFT )
Founded Albuquerque, New Mexico, USA (April 4 1975)[1]
Headquarters Redmond, Washington, United States
Key people Bill Gates, Co-founder and Executive Chairman ;
Paul Allen, Co-founder ;
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MS-DOS (short for Microsoft Disk Operating System) is an operating system commercialized by Microsoft. It was the most commonly used member of the DOS family of operating systems and was the dominant operating system for the PC compatible
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has multiple meanings:
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- Visual FoxPro - an object-oriented programming language and RDBMS, published by Microsoft, for Microsoft Windows.
- FoxPro 2 - a text-based procedural programming language and RDBMS, originally published by Fox Software and later by Microsoft, for MS-DOS,
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Microsoft Visio is diagramming software for Microsoft Windows. It uses vector graphics to create diagrams.
The 2007 Standard and Professional editions share the same interface, but the latter has additional templates for more advanced diagrams and layouts as well as unique
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The 2007 Standard and Professional editions share the same interface, but the latter has additional templates for more advanced diagrams and layouts as well as unique
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This article or section is written like an .
Please help [ rewrite this article] from a neutral point of view.
Mark blatant advertising for , using .
Target market is, in marketing, the market segment to which a particular product is marketed.
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Please help [ rewrite this article] from a neutral point of view.
Mark blatant advertising for , using .
Target market is, in marketing, the market segment to which a particular product is marketed.
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A Market segment is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs.
Market segmentation
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Market segmentation
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In marketing, product differentiation (also known simply as "differentiation") is the process of distinguishing the differences of a product or offering from others, to make it more attractive to a particular target market.
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Logitech
Public
(SWX: LOGN )
(NASDAQ ADRs: LOGI )
Founded 1981
Headquarters Romanel-sur-Morges, Switzerland
Fremont, California, USA
Key people Guerrino De Luca, President and CEO
Industry Peripherals
Products Peripherals
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Public
(SWX: LOGN )
(NASDAQ ADRs: LOGI )
Founded 1981
Headquarters Romanel-sur-Morges, Switzerland
Fremont, California, USA
Key people Guerrino De Luca, President and CEO
Industry Peripherals
Products Peripherals
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QA may stand for:
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- Qatar (ISO 3166-1 alpha-2 country code)
- Quality assurance, the process or set of processes used to measure and assure the quality of a product
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New Coke was the unofficial name of the sweeter formulation introduced in 1985 by The Coca-Cola Company to replace its flagship soft drink, Coca-Cola or Coke.
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British Airways adopted a new livery. One part of this was a newly stylised version of the British Airways "Speedbird" logo. The major change was the introduction of tail-fin art.
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Product naming is the discipline of deciding what a product will be called, and is very similar in concept and approach to the process of deciding on a name for a company or organization.
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Ayds was an appetite-suppressant candy which enjoyed strong sales in the 1970s and early 1980s. It was available in chocolate, chocolate mint, butterscotch or caramel flavors, and later a peanut butter flavor was introduced.
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