Rebranding
Rebranding is changing a company’s corporate image, brand identity, or marketing strategy. It can involve various changes, including the company name, logo, packaging, messaging, and advertising. Rebranding is often done in response to changes in the market, changes in consumer behavior, or to differentiate a company from its competitors.
“Corporate Rebranding is a time- and resource-intensive process that demands a company’s total commitment to succeed. It is also important not to move too fast in Rebranding. In updating brand architecture”(1)
Brand evolution
Per Cambridge Dictionary: Brand evolution is “the continuing process of improving a brand or improving customers’ opinions of it as markets and fashions change.” Brand evolution involves making gradual changes to a company’s brand over time. It often involves minor updates to a company’s visual identity, messaging, or marketing strategy to keep the brand fresh and relevant. Brand evolution typically occurs in response to changing consumer preferences or market conditions.
Rebranding and brand evolution are the same?
Even though they are related, no. Rebranding is an intensive and more disruptive process than brand evolution. Rebranding can be risky and expensive, so companies should carefully consider whether it is necessary and if the benefits outweigh the costs. Brand evolution aims to maintain consistency while adapting to changing consumer preferences or market conditions. Rebranding seeks to create a new brand identity that reflects the company’s vision, values, and goals. A rebranding can even include a change in products offering, target audience, goals, missions, etc.
Apple is an excellent example of Rebranding.
Apple is an excellent example of a company that has undergone a successful rebranding effort. In the late 1990s, Apple struggled financially and lost much of its market share to competitors like Microsoft. In 1997, Steve Jobs returned to Apple as CEO and launched a significant rebranding effort.
This rebranding effort involved several critical changes to the company’s branding and marketing strategy. First, Apple launched a new marketing campaign emphasizing simplicity and elegance embodied in its new product lineup. Apple also introduced a contemporary design aesthetic focusing on clean lines and minimalism, which has since become a hallmark of the company’s brand identity. Finally, the company updated its logo to a more straightforward, monochromatic design.
This rebranding effort helped Apple regain its position as a leader in the tech industry. It successfully positioned Apple as a company that valued design, user experience, and innovation. This branding strategy resonated with consumers and has helped Apple become one of the most valuable companies in the world.
Volkswagen is an excellent example of brand evolution.
Over the years, Volkswagen has become known for its iconic models, such as the Beetle, a symbol of the counterculture movement in the USA in the 60s. In the 1970s and 1980s, Volkswagen faced increased competition from Japanese and American automakers. It began to shift its focus to more upscale models. The company introduced new models with advanced engineering and luxury features like the Golf and the Passat.
In the 2015s, Volkswagen faced a significant setback when it was discovered that the company had installed software in its diesel cars to cheat on emissions tests. The scandal damaged the company’s reputation and forced Volkswagen to undertake a significant brand evolution effort to restore customer trust.
As part of this effort, Volkswagen launched initiatives focused on electric vehicles and sustainability. The company introduced several new electric models, including the e-Golf and the ID.4 SUV, and committed to investing billions of dollars in electric vehicle technology. Volkswagen also launched a new branding campaign focused on its commitment to sustainability and transparency. The logo, corporate identity, and image got a fresh re-design. According to VW Newsroom, ” In the U.S. and China, we want to increase the share of e-cars to 50 percent by 2030. We are accelerating our pace, producing large volumes and covering all segments. In this way, we are positioning the Volkswagen brand as the global market leader for climate-neutral e-mobility.”
Through these and other brand evolution efforts, Volkswagen has adapted to conditions while maintaining its position as a leading automobile manufacturer. By embracing new designs, technologies, and sustainability initiatives, Volkswagen has been able to appeal to a new generation of customers and rebuild trust with its existing customer base.
(1) Keller, Kevin Lane; Swaminathan, Vanitha. Strategic Brand Management (p. 427). Pearson Education. Kindle Edition.
