What is the Right Time for Rebranding?

Is it the right time for rebranding? And what may be the pros and cons of missing this opportunity? Many questions surface in our mind when we think of rebranding. Here, Chandan Wadhwa, director of Lopamudra Creative, provides answers to some of them with his unique experience.
Chandan Wadhwa
Chandan Wadhwa

Changing your branding is a great move but it can also turn into an embarrassing goof. It's a risky endeavour. Though a lot depends on the purpose of rebranding whether it is a turning point in the company's history or a massacre of followers.

Whichever is your reason, but rebranding surely calls for great marketing efforts. Without it, the brand could just lose it all, as the old doesn't exist and the new has no recognition. Like Airtel, Videocon and Micromax; all did a great marketing exercise after rebranding to capture the market and gain recognition.

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