VGC - Google Doodle
VGC - Google Doodle

Thinking About Rebranding? Change is Good...

You are going for rebranding, but are you sure that you have chosen the correct rebranding strategy? A custom fit for your brand's need? Here, Brand Strategy Head at VGC, Ninee Rao highlight some of the recently chosen different strategies by few well know brands and how successful it was.

Well, Change is good especially when the look, feel and importance of a beloved brand becomes dated or is inconsistent with its changed context or intent. The brand attempting a new avatar should always extend its original essence unless it is a deliberate shift from an earlier negative connotation or such. Hence, the brand makeovers are essential whether it involve a slight refinement or a deep overhaul with a radical image shift. A brand image building exercise takes a long time and the attempts to refining or redefining it should be a result of a well thought out strategy that changes the customers' perception holistically.

Functional Brands

Brands are sending out messages incessantly, about themselves, their vision, products and all the good-to-know things. However, this only lends itself to the joy which the communication/product or the ownership allows, there is no other delight unless the brand intends on pleasantly engaging with the consumer and that creates brand stories and a special connection, which doesn't fade away easily. This exactly is what tips the balance in favour of customer delight over mere customer satisfaction.

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