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Re-branding as a new trend

Published in Corporate Saturday, 27 September 2014 17:15

-Sachit Rajan-
Proactive Re Branding happens when a company is looking to reach an expected goal, especially when the growth has to be from the international market. The consolidation of the existing products and services is done for the consistency and also to save the money. This movement can appeal the audiences, and bring back the relevancy of the company.


Reactive Re Branding happens when companies are looking for a particular event to happen like M&A, Negative Image, Legal issues, and major competition from other companies. For obvious reasons many bigger brands has embraced this technique which has helped them in increasing their brand value.

J Crew, the American retailer company started in 1947, and which was very popular and successful, was facing crisis during 2003, and the company started its re branding efforts by appointing a new CEO, who was well experienced with brand ‘ Gap”. J Crew, as an initial step started off with a new catalogue which J Crew never had. Same time they re launched their most neglected men’s wear section, by giving a new place.

Burberry which was considered as a brand for hooligans and hippies had a very negative image worldwide with their strange colors and designs. Some public places, even banned people with this brand. On re branding Burberry as a popular brand, the products were redesigned with modern and popular trends and got Hollywood celebrities as endorsers. Now the company is even opening branches in China. This UK based luxury fashion house paved its way to be a super brand by timely re branding methods.

While FedEx, were the innovator of overnight deliveries and computer tracking method, its competitor UPS was looking at the different ways to reach ahead of FedEx. UPS started its re branding strategies by re-writing their slogan, ‘’Moving at the speed of business” with “What can brown do for you?” Their income doubled within one year than that of FedEx, UPS recently converted their slogan to be a global one ‘’ We Heart Logistics”. With just a slogan and innovative ad methods UPS, the company started in 1907, with its base in the US, has become one of the world’s most admired brands.
(Sachit Rajan is the Director and Business Head, Charter Mercantile, Tapasya, Infopark, Kochi)

Last modified on Monday, 29 September 2014 19:06

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