Re–branding

At some point of time, a firm has to make a decision about re – branding.

Re – branding is a deep change in brand’s ideology. This includes changes to logotype, corporate identity, new name, positioning and target audients adjustments. Reasons for re – branding:

• Brand depreciation and disability of adaptation to new market situation
• New objectives and new geographic extensions
• Necessity to change or enlarge target audience, if present one can’t supply growth of firm’s profits

Re –style is one of the forms of re – branding, but contains only trademark and logotype re – design.

Re – branding and re – styling are very commonly used in foreign countries; merely a new step in brand’s life. Even Coca – Cola and Pepsi are making changes in their logotypes every 10 years.