Presented by:

Vikas
INTRODUCTION
 A Brand typically includes a name, logo,
and other visual elements such as
images, fonts, color schemes, or
symbols.
 Branding -The art of creating and
maintaining a brand. Marketers seek to
develop or align the expectations
comprising the target audience's brand
experience through branding activities.
INTRODUCTION……
 Re-branding can be defined as "affecting
a change to a brand in order to stimulate
a change in consumer attitudes,
perceptions and behavior with the end
goal of generating positive market
growth".
Re-branding Worldwide
 Re-branding by US Companies
 1990 – 1000
 2008 - 9000
Drivers Of Re-branding
 Outliving the usefulness
 Values change
 Mergers and acquisitions
 Confused brands
Considerations
 Nature of brand equity
 Project management
 Staff involvement
 Customer involment
 Clear vision
 Communication
 Adequate resources
 Impact on the financial markets
Different Ways In Which Company Can
Rebrand Itself
 Brand name
 The logo, trademark and slogans
 Company packaging and uniforms
 Advertising
Examples Of Companies Which Used
Rebranding Techniques
Examples Of Companies Which
Used Rebranding Techniques
Examples Of Companies Which
Used Re-branding Techniques
PROS OF REBRANDING
 ESSENTIAL INGREDIENT FOR COMPANIES
SUCCESS.
 INCREASE IN PROFITS
IMPACT OF REBRANDING ON PROFITS OF REBRANDED
COMPANIES

COMPANY BEFORE (2007) NOW (2008)

HUL 1890 cr 1914 cr

AXIS 659 cr 907 cr
BSNL 7805 cr 9939 cr
ULTRATECH 782 cr 1008 cr
PROS contd.
 GIVES A NEW MAKEOVER TO THE
COMPANY
 FOCUS THE NEW MARKET
 HELPS IN ATTAINING COMPETETIVE
DIFFERENTIATIONS
 HELPS IN RE-ENERGISING A COMPANY
CONS OF REBRANDING
 COSTLY PROCEDURE
 MAY LOOSE CUSTOMER LOYALTY
 MAY GIVE NEGATIVE IMPACT
HISTORY OF REBRANDING
EARLIER NOW DATE Expenditure
(in cr)
HLL HUL 25-06-07 1273
UTI AXIS 07-07-07 50
HUTCH VODAFONE 20-09-07 200
BSNL BSNL 01-10-07 90
BIRLA ULTRA TECH 21-10-07 200
PLUS