Rebranded: meaning, definitions and examples

Etymology

• The term combines 're-' meaning 'again' and 'brand', which refers to a name given to a product or company.
• Its first recorded use in this context dates back to the late 20th century, as businesses began to focus more on marketing.
• Rebranding can involve a change in logo, slogan, mission, or even the target audience.

Business Strategy

• Companies often rebrand to refresh their image after a scandal or to rejuvenate sales after a decline.
• Successful rebranding can lead to a significant rise in market share and customer loyalty.
• Studies show that 60% of rebranding efforts fail, highlighting the need for thorough research and strategy.

Pop Culture

• In 2006, the fast-food chain McDonald's rebranded its menu by introducing healthier options, such as salads and smoothies.
• Coca-Cola has rebranded several times, including the controversial 'New Coke' launch in 1985, which quickly reverted back.
• In entertainment, bands often rebrand by changing their name or musical style to attract new audiences or distance themselves from past controversies.

Psychology

• Rebranding plays on cognitive biases, such as the 'halo effect', where a positive change leads people to view all aspects of a brand more favorably.
• People are generally more open to new experiences or products if they perceive them as transformed or improved.
• Emotional connections with brands can diminish, prompting companies to refresh their image to rekindle customer affection.

Case Studies

• Apple famously rebranded in the late 1990s by shifting its focus from computers to a broader tech ecosystem with the iPod and iPhone.
• Dunkin’ Donuts shortened its name to 'Dunkin’' in 2018 as part of a larger rebranding initiative focusing on coffee and convenience.
• In the 2000s, the British Petroleum company rebranded itself as ‘BP’ and adopted the green sunflower logo to promote a more environmentally friendly image.