Rebranded Meaning: Definition, Examples, and Translations
๐
rebranded
[หriหหbrรฆndษชd ]
Definition
business strategy
To rebrand is to change the corporate image of an organization. This often involves changing the name, logo, design, or a combination of these elements to establish a new identity in the minds of consumers. Rebranding can revitalize a business and create a new perception in the marketplace.
Synonyms
rename, reposition, reshape, revise.
Examples of usage
- The company rebranded itself to attract a younger audience.
- After several scandals, the restaurant decided to rebrand and improve its public image.
- The tech giant rebranded its flagship product to enhance its appeal.
- The fashion label rebranded to reflect sustainability in its practices.
Translations
To see the translation, please select a language from the options available.
Interesting Facts
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.
- Dunkinโ Donuts shortened its name to 'Dunkinโ' in 2018 as part of a larger rebranding initiative focusing on coffee and convenience.
- In the 2000s, the British Petroleum company rebranded itself as โBPโ and adopted the green sunflower logo to promote a more environmentally friendly image.
Origin of 'rebranded'
Main points about word origin
- 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.
The term 'rebrand' is a compound of the prefix 're-' meaning again and the word 'brand,' which has its roots in the Old Norse word 'brandr,' meaning 'to burn' or 'to mark.' Historically, this referred to the practice of marking livestock with a hot iron to signify ownership and distinguish one's cattle from others. Over time, the concept of branding evolved to encompass not only physical goods but also companies and services. In the modern era, particularly with the rise of consumerism in the late 20th century, the notion of branding took on new dimensions, as businesses sought to differentiate themselves in a crowded market. Rebranding emerged as a strategic practice when companies needed to adapt to changing consumer preferences or recover from negative incidents. As markets evolved and customer expectations shifted, the importance of a strong, relevant brand identity grew, leading organizations to invest in rebranding initiatives to stay competitive.