Examples of rebranding of well-known companies. What is and how is the rebranding of the company. Failed examples of rebranding

In 2016, many brands have taken care to update their visual identity. As always, some succeed, some don't. Over the past six months, enough examples of rebranding have accumulated that it would be worth talking about.

british steel

The steel industry is currently experiencing better times. Perhaps the industry has entered the most difficult period in its history. And against this background, it seems quite logical to update the identity of British Steel, which wants to bring the values ​​​​of the old brand into the new era.

A little criticism

The new British Steel logo is ambivalent. It's hard to say right away whether this rebranding is successful or not. Some believe that a powerful steel company like British Steel wants to look harmless and safe and expresses this through a new visual identity. But as the industry struggles to survive in a very unfavorable financial climate, you can see why the company is betting on safety over risk.

This rebrand was heavily criticized by designer and director Michael Wolff, who strongly disliked the new logo. He stated that the designers did not do their job and it is very unfortunate. "This work does a disservice to the design business, belies the proud claim that the UK is one of the leaders in graphic design and tarnishes the reputation of many British industrial brands," said Michael Wolff.

Another point of view

Perhaps Michael Wolff was too harsh in his judgments. British Steel has rebranded amid an ever worsening situation in the steel industry, laying off employees and cutting salaries for those who remain, so it is understandable why British Steel did not turn to any well-known design agency. If it became known that the company spent hundreds of thousands of dollars on rebranding during the financial crisis, the public reaction would be very negative. So the new corporate identity can be iconic - the company shows that it cares about safety and strives to save money.

Guinness

The updated visual image of the famous brewing company has acquired many small details in the logo. Previously, the design of the harp was more concise.

A little criticism

Everything worked out very well. The Guinness logo blends old and new seamlessly and looks very impressive. Here's what journalists of the online publication Brand New think about the rebranding: “The new logo is absolutely amazing. And it doesn't match at all. modern trends where the spirit of minimalism reigns. Widespread adoption of the new visual identity may be difficult, but since the logo will be mainly placed on cans and bottles, there will be no particular problems.

Small details of the logo will look spectacular on the label, and this is generally not bad, since the old logo looks too simple compared to the new one.

Another point of view

Guinness branding has remained at its best for decades and this update is no exception. The company retained an instantly recognizable typeface familiar to many commercials, so Guinness remains a truly iconic brand.

DC Comics

One of the most famous brands in the comics industry, DC Comics, once again decided to work on its visual image.

A little criticism

The new DC Comics logo has mixed feelings. The logo turned out to be quite simple, the designers tried to combine many elements of the old design. Brand New says: “There are many ways to fit DC into the circle, and it feels like several ideas have found their way into the new look. The logo has external and internal "thorns", there are smooth roundings, it is quite massive, but fits into the space of the circle. It's not a very nice logo, and all it says in its favor is that it looks like a comic book villain."

Another point of view

To some extent, we can agree with the Brand New review. One of the important factors that influenced the rebranding was the desire to get away from the previous image, which was created in 2012 and was considered very successful. Apparently, the management of DC Comics decided to return to its roots, making the new logo not very modern. The visual image, introduced in 1976, has been used for 30 years, so the company's desire to move away from the old design, while maintaining its identity, is understandable.

Ministry of Sound

The well-known music label Ministry of Sound also rebranded, paying attention to the details that were present in the previous logo.

A little criticism

Here's what designer Rory McRae had to say about the brand's new visual identity: "The reason I like the new Ministry of Sound logo is because the designers managed to keep the rebellious spirit of the brand." Indeed, despite the dramatic changes, the new branding is quite recognizable, despite the fact that the old logo appeared in a completely different era. The identity is very outdated and the new rebranding will allow the company to look fashionable and modern.

Another point of view

It is quite difficult for a modern person to perceive the design of the old logo, which was created a long time ago. The new logo is very concise, it has a lot of sharp edges, but it looks very good and fits perfectly for a brand that works in the club dance music segment.

Premier League

The biggest football league in the world, the Premier League, also underwent a rebrand in 2016. As a result, the main image of the lion was greatly simplified.

A little criticism

Due to the huge popularity of the Premier League around the world, it was not difficult to predict the most varied public reaction to the new logo. And there were a lot of opinions. Some people really liked the new logo, others took the changes with hostility.

Another point of view

The changes have only benefited the brand. The new visual identity is in line with the spirit of the times, the logo turned out to be very successful. It pairs well with the brand's signature colors and will look great on any medium, both physical and digital.

Instagram

Instagram has had one of the most controversial rebrands of the year. The old logo with the old Polaroid camera has been greatly simplified and given a bright gradient.

A little criticism

The reaction to the new logo was very violent, there was a lot of negative feedback. Oddly enough, users liked the old Instagram identity, the voluminous logo evoked warm nostalgic feelings. But it cannot be denied that the scope of the brand is digital technologies and the company needs to keep up with the times, taking into account new trends. Yes, the old logo was very recognizable, but changes in the design of the entire application served as an impetus for a rebranding of the visual image.

Another point of view

Despite the fact that the new Instagram logo turned out to be not very successful, the brand deliberately went for it, significantly improving the user experience with the application. The voluminous logo stood out too much from the background of other flat logos, so the designers' act is largely a tribute to fashion. Users will make some noise and get used to it, the logo is just very different from the previous one, and many people just don't like the changes.

The co-op

Designers working on the new visual identity of The Co-op brand looked to the past for inspiration. The new image turned out to be a bold, simple, main color. corporate identity became saturated blue.

A little criticism

There will be no criticism - the rebranding turned out to be very successful. Brand audience approved new design response was mostly positive. Designers have clearly heard about the fashion for modern retro and skillfully used the hot trend in their work.

Another point of view

The rebranding of The Co-op is reminiscent of the former, more quiet times. Returning to the old design that appeared in 1968 is a rather bold step, but the designers coped with the task. The logos of the 60s and 70s look archaic in modern design, but this time the rebranding turned out to be incredibly successful.

Rebranding- this is a complete renewal of the brand, namely: the use of a new logo, name, corporate identity, slogan, company ideology, changing the visual design of the brand for an existing brand.

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What does rebranding include?

Conduct company rebranding means to update the company for modern times and introduce novelty, fresh ideas into it. When rebranding, there may not be a complete change in the brand, only a part of the brand is transformed, although in some cases a complete restructuring is required.

Rebranding consists of:

• Brand repositioning. In order to change the consumer's attitude to products, it is necessary to change the brand concept, develop events and bring them to life, which, in turn, with the right and rational attitude, can distinguish the company from other companies, and this will have a positive effect on increasing the company's sales.
• Change of brand philosophy. If the main ideology of the company is considered to be an increase in sales against the background of an irresponsible attitude towards customers, then such a company will sooner or later close. Each company should have its own basic principles underlying the brand, which include: public, social, ethical and other principles. The main basis of the brand philosophy is to clearly understand the meaning of the brand in the market.
• Brand innovation. In the face of fierce competition, it is necessary to present your brand in such a way as to distinguish it from other competitors. The main condition for a successful brand is a unique, inimitable presentation of products. You can use the principle that the new is the well-forgotten old.
• Change of corporate style. Large companies have their own slogan, recognizable logo and color scheme, original point of sale. At times, all components of the brand undergo changes.
• Finding a brand quickly at points of sale. In order for the buyer to be able to quickly navigate the trading space and find the product of interest to him, various advertising campaigns are used that can attract the attention of the buyer.
• New services are being introduced. It is very important to strengthen the company's position in the market to introduce new services, services that buyers will actively use, especially those that are in high demand. An example is a company that provides Internet services, and in the process of rebranding, it became possible to call a PC repairman at home. Such a service will significantly increase the rating of the company in the eyes of users against the background of other competitors, especially if other companies do not provide such a service.

Rebranding can be carried out in all aspects of the business: from product packaging to changing the target audience.

Rebranding goals

In general, the purpose of rebranding is to significantly improve the position of the brand and its products.

Microgoals:

• Choose a new company positioning. Beginners in their business do not always correctly choose at an early stage the definition of the place of a certain trade item in relation to the competitor's goods in the understanding of buyers. If such a defect is discovered, the company seeks to choose a new direction.
• Adapt to new market conditions when the existing brand cannot adapt. Both global and national market economy changes its guidelines, so the producers of goods and services must restructure, adapt to the new market model, otherwise it may threaten the complete bankruptcy of the enterprise.
• Increasing brand awareness. Human psychology is such that all the brands that exist in the world sooner or later become boring to the eye - which means that interest in it is lost. For the development and new “movement” of the brand, it is necessary to reorganize it.
• Increase the prestige of the brand against competitors. The whole world is a struggle of producers among themselves, and, therefore - high competition, forcing you to constantly come up with something new and interesting that can interest buyers.
• Increasing the level of the company. In such situations, when the main goal of rebranding is to increase the level of the company, increase the territory for the sale of products, the reorganization of the ideology and all components of the company is applied.

Rebranding tasks

In order to achieve the goal set during the rebranding procedure, it is necessary to set the following tasks:

• Achieve brand uniqueness. Every self-respecting company strives to come up with, implement ideas that would interest the buyer, and at the same time, were the only ones of their kind. Uniqueness, unusualness, non-traditionality - this is what every company is trying to achieve. And everything that is unique gives a powerful impetus to the development of the company.
• Increase brand loyalty. To strengthen the brand means to present the brand of goods to consumers in such a way that they treat it with maximum goodwill. A well-known fact: the more famous the brand of the company, the more confidence it inspires among the population.
• Increase in the target audience. Each company is interested in attracting new customers, new buyers, and it is here that the image of the company is no less important. A person receives the first information from a visual analysis of the product, which means that the brand and ideology of the company must be at the highest level.

In general, the general task of rebranding will be the introduction new system values ​​in order to become more attractive, accessible to the population.

Rebranding stages

• Stage 1. Brand analysis. At this initial stage, it is required to analyze the state of the brand, its strengths and weaknesses, it is necessary to identify how deeply it is necessary to rebrand.
• Stage 2. Development of ways to change the shortcomings. At this stage, elements and ways of solving problems are highlighted.
• Stage 3. Making changes to the brand. After preparing all the necessary algorithms, the brand of the organization is updated.
• Stage 4. Bring the new brand concept to the audience, and it is also necessary to tell what was the need for the rebranding process.

When is a rebrand required?

• when the brand is outdated and does not correspond to modern times;
• when the company ceased to fulfill its tasks and achieve its goals;
• when the target audience changes;
• when the brand ceases to be competitive in the market of goods and services offered;
• when the brand, at the initial stage of its formation, was built incorrectly.

Comprehensive and cosmetic rebranding

Comprehensive rebranding - this is a complex change in all aspects of the brand, from the name of the company to the ideology of the enterprise.

Cosmetic rebranding- this is a superficial change of a part of the brand, without changing the main foundations.

Difference from restyling and repositioning

Rebranding differs from restyling in that restyling is unable to permanently improve the brand's position in the goods market and keep a competitive niche. And rebranding differs from repositioning in that the repositioning process occurs only when it is necessary to analyze competitors and select more winning niches, while other aspects of the company are not transformed.

Rebranding examples

In order to understand how rebranding works, it is necessary to analyze large companies that have gone through the rebranding process.

So, for example, the Chupa-Chups candy company, which has not undergone major changes since 1969. The edges of the logo were only slightly tinted, and the difference in fonts is given in one.

More serious changes have affected the famous Pepsi company, which has rebranded the company 11 times over the 117 years of its existence. During the rebranding, the logo changed, new slogans were used, according to the type - "Original pure drink". In the course of its work, the company went bankrupt several times and merged with other companies several times, which, in turn, led to the emergence of a new ideology and the expansion of the beverage sales territory. Later, for promotions, the company began to attract celebrities to increase sales and renew the brand.

Rebranding process It's expensive and sometimes risky. In order to have a “bird in hand” it is worth weighing all the “pros and cons” of holding such an event, attracting competent specialists.

(rebranding) is a set of measures to change the entire brand or its components (name, logo, visual design, positioning, ideology, etc.) When we talk about rebranding, we mean changing the image in the mind of the consumer.

Rebranding helps bring the brand in line with the current state of the business and company plans. Rebranding involves changes in all brand communications: from packaging to advertising materials.

As a result of rebranding, the complete liquidation of the old brand does not usually occur. Rebranding helps the brand evolve. Having received updated communications and shell, the brand can become significantly fresher, more emotional. He receives new powers, acquires new qualities, becomes more attractive to existing customers and wins new ones.

Minor changes in visual elements advertising policy will not be rebranded. Rebranding is not a process of change appearance and reflects qualitative changes in the positioning and strategy of the company. Rebranding is always a fact of a total revision of almost all brand attributes.

Economy like others spheres of life, subject to fashion. Sometimes, almost at the same time, everyone starts rebranding, without thinking about whether it is needed.

Rebranding goals Rebranding is used when: - initially the brand was incorrectly positioned; - change market conditions, and adaptation of an existing brand is not possible in them; – the level of brand awareness becomes very low; - the brand begins to lose to competitors; – the brand has more ambitious goals. Rebranding tasks Rebranding tasks usually include: – brand differentiation (strengthening its uniqueness); – strengthening the brand (increase in consumer loyalty); - increasing the target audience of the brand (attracting new consumers). When rebranding, it is necessary to preserve those elements that are perceived by consumers as advantages and strengths of the brand compared to competitors and abandon those brand properties that contribute to its fading. Rebranding stages

Rebranding stages:

1. Brand audit (study of its condition, assessment of attitude towards it, knowledge and level of loyalty of target audiences; identification of weak and strengths; understanding the depth of rebranding; analysis financial resources companies)

2. Development of a rebranding strategy and tactics (definition of brand elements subject to change);

3. Updating the main elements of brand identity (new positioning, new elements of the visual and verbal identification system; new brand communication strategy).

4. Delivering the meaning of rebranding to the audience.

The concepts of repositioning, restyling, redesign are associated with the concept of rebranding. Brand repositioning is a change in its main characteristics and fixing them in the minds of target audiences. Restyling - changing the color of the logo and other visual attributes in accordance with the new positioning and new characteristics of the brand. Redesign - changing the logo and corporate identity of the company. For example, the Coca-Cola and Pepsi-Cola companies periodically change the characteristics of their visual attributes.

Rebranding examples

There are many examples of rebranding in world history. And in Russia in recent years, many companies have rebranded. Airlines "Siberia" and "Aeroflot", mobile operators "Beeline" and "MTS", retail chains"Econika" and "Old Man Hottabych", etc.

The media also does not forget about this important marketing tool. So in 2010, the digital television family of Channel One completed the first stage of rebranding. The restyling of the visual part was carried out, which was supposed to strengthen the associativity of the digital TV family with its founder, Channel One, to emphasize the continuity of the channels and their unity within a powerful brand. The changes primarily affected the logos and design of the channels. The new laconic logos of Vremya, Music, Cinema House and Telecafe were based on a unit - the symbol of the First Channel and typography: the names of the channels will be spelled out. As before, color remained the main identification element. For the Vremya channel - blue, for Music of the First - lilac, for the Cinema House - red, for Telecafe - burgundy.

The logo of the Digital Telefamily itself has also undergone a change. He logically combined the elements of the five channels into a single whole. Thus, the channels received a clearer identification, which was the task of the management of CJSC First Channel. World Wide Web".

At the time of the decline in sales, companies begin to apply active marketing strategies aimed at increasing interest in their products. One of them is rebranding. What it is? This strategy for improving the efficiency of the company is to change the name of the company or brand of the product or individual changes in its visual display. At the same time, the essence of the change is not limited to a graphic expression, it should include a new value proposition aimed at retaining its own audience and attracting new consumers. In most cases, the use of techniques to change the corporate identity, logo or product name significantly increases sales.

For those who seek to increase sales by changing the name, it is necessary to study rebranding in more depth, what it is and its possibilities. When developing a rebranding strategy, marketers usually form 2-3 main goals and a few additional ones. Among the main goals:

• increasing consumer loyalty;
• attracting a new target audience;
• entry into new markets.

Among the extras:

• product line differentiation;
• increase the difference from other companies operating in this market and its competitiveness.

Most often, brand change is carried out with a focus on one specific goal. The need for it arises in the following cases:

• change of ownership of the company, when the new owner wants to change the company in line with its values;
• initially incorrect creation or positioning of the company's brand or one of the products;
• drop in sales
• the need to increase market share;
• change in direction of activity;
• changing consumer preferences.

Often in development marketing strategy goals change and new ones appear. This is due to the study of the preferences of the target group of consumers. The effectiveness of rebranding depends on how the goals were achieved.

Types of rebranding

In world practice, three technologies are used to change the style of a company:

• repositioning;
• restyling;
• rebranding.

restyling is in the nature of a visual brand change. Most often, it is not associated with a change in the mission or policy of the company. It is carried out quite often in order to reduce the effect of addiction on the consumer. The method can be expressed in changing the logo, product name, types of packaging, other private elements. Even in this light version, restyling usually increases sales among a loyal audience by several tens of percent at the first stage of a new product release.

Repositioning means changing the brand in line with changes in the surrounding world and the consciousness of consumers. He is preceded marketing research that determine the change in the value picture and preferences of buyers. Changes can be associated with the maturation of the audience, and the introduction of new technologies, and with a change in the visual perception of the world. When using this marketing technique, the emphasis is on promoting the updated brand among new groups of buyers or in new regions.

It combines restyling and repositioning technologies, but complements them with a change in the essence of the company's sales offer. Visual elements are changing (logo, corporate style, style, employee uniforms, office design), communication tools (slogans, mottos, advertising messages) are changing. In addition, it produces new strategy working with clients, means of capturing and holding their attention. Often, a complete rebranding can take several years, as in the case of Sberbank, where thousands of offices were changed and tens of thousands of employees were trained in a new way of working with clients.

Rebranding stages

Rebranding is a complex sequential process that requires the efforts of both involved experts and most of the company's divisions. The implementation of the strategy consists of several stages. It:

• marketing audit;
• development of a new brand;
• brand implementation.

Marketing audit includes studying the audience of the brand, its preferences, the capabilities of the company. Determine the strengths and weak sides the existing logo and slogan, the required depth of changes, the direction of changes is determined taking into account the preferences of the audience and the marketing reality prevailing at the time of the study. The last stage is inseparably connected with the first, as it is carried out taking into account the already made marketing conclusions. Implementation should be focused precisely on those target audiences that have been identified by research.

Development is preceded by the stage of determining the directions of change. Those elements of corporate identity that should be modernized are determined, the goal of modernization is formed. At this stage, tactics and a strategy for bringing new concept to consumers. The brand is approved by the shareholders of the company, who must confirm their agreement with the new strategy.

At the development stage, it is determined in which direction of the possible the style of the company should be changed. He can be:

• strengthened, upgraded. This is true for traditional companies and enterprises whose style has not changed since the moment of establishment;
• individualized. This is true for logos that are either unrecognizable or reminiscent of other company's visual means of identification;
• disseminated to a wider range of consumers;
• updated in line with modern trends.

After concept development and visual aids its implementation begins the stage of implementation. It is no less important than the development stage. But it should be preceded by a preliminary testing stage using such means as the opinion of the expert community, focus groups of target consumers, and other ways of obtaining feedback.

Only after preliminary testing, a new image can be launched into production. To increase the awareness of an updated product, its release to the market must be preceded by an advertising company using all modern means of communication, from videos to viral advertising. Today, the successful implementation of a new brand is impossible without the increased use of the power of social networks, which is confirmed by some especially successful companies.

Examples of successful company rebranding

Examples of successful rebranding

By studying examples of company rebranding, you can find both successful strategies and failed ones. Successful foreign projects include CVS Pharmacy, which was the first in the US to stop selling tobacco and changed its name from CVS Caremark to CVS Health. The powerful advertising campaign in social networks attracted the attention of even the President of the United States, who left a comment, appreciating the desire for a healthy lifestyle, thanks to which the new name of the company created a large loyal audience for it. Changes in the logos of Coc-Cola, Apple, Mozilla left their mark on the history of marketing.

There are some successful stories of introducing a new image in our country. The rebranding of large Russian companies such as Russian Railways, Aeroflot, Beeline is good example use of marketing technologies. By studying its history, one can understand what is the rebranding that brought a real increase in the audience of the product? One of the most striking examples of the successful use of the strategy will be the history of Aeroflot. The advertising campaign of the largest air carrier was recognized as one of the most successful, the second most successful in Russia. Many world-class experts were involved in its development. It included many elements related not only to changing the brand, but with many techniques. The Russian flag was placed on board the aircraft, the uniform of flight attendants was changed, the style of interaction with customers was completely changed, which allowed Aeroflot to adequately withstand the competition with many competing airlines and become laureates of many international awards.

But the rebranding of a subsidiary of the same air carrier, Rossiya Airlines, raised many questions among experts. It was held by the forces of a domestic company: OTVETDESIGN, but the idea developed by it was not successful. After the rebranding, experts recorded a decrease in brand awareness.

In some cases, not only companies, but also cities and countries are being rebranded. It aims to increase their recognition in order to attract tourists. A 2004 rebranding of Denmark's capital, Copenhagen, cost 100 million euros, but moved the city from the list of capitals on the verge of bankruptcy to the list of the best cities in the world in terms of safety and convenience for business. Last but not least, in the perception of the city, the experts took into account image changes. Among Russian cities, Perm has become an example of successful rebranding.

Rebranding cannot be just one of the tasks associated with changing the color or font of the logo, it is an independent integrated strategy that is designed to increase the success of the company. When implementing it, it is necessary not only to use the best world methods, but also to carefully monitor the reaction of the professional audience at the development stage. Only in this case the tasks assigned to the company will be fulfilled.

Rebranding cannot be just one of the tasks associated with changing the color or font of the logo, it is an independent integrated strategy that is designed to increase the success of the company.

Rebranding is more than updating a logo or slogan. This is the search for a new value proposition or the formulation of it in new words. It shakes up the target audience and reminds them of the benefits of the company people are used to working with.

In this article, you will learn about amazing examples of effective rebranding of foreign companies. And of course, let's remember the domestic experience.

CVS Pharmacy: change even if it's unpopular

CVS Pharmacy is a network of large pharmaceutical stores in the United States.

Problem: in American pharmacies you can buy everything - from medicines to cigarettes. The very concept of pharmacy is blurred.

Rebranding: Pharmacy chain CVS Pharmacy became the first in the United States to stop selling tobacco products - after all, this is a pharmacy, not a bar. To highlight this, the network changed its name from CVS Caremark to CVS Health.

Rebranding, strong support in social networks - and now the pharmacy chain has more than 100,000 tweets and even a comment from the US President himself. Yes, smokers were unhappy at first. But in the long run, the network only benefited - its value proposition became more specific and recognizable.

Burberry: luxury for thugs?

Problem: For 150 years, the company has been selling stylish coats and trench coats. Unfortunately, the expensive brand fell in love not only with fashionistas, but also with mafiosi. It got to the point that people mistook any person in Burberry clothes for a crime boss. Something had to be done about this.

Rebranding: Expensive things always attract crime, and you can't change that. And the company, of course, was not going to refuse from the very style of coats and trench coats. Therefore, when rebranding, it was decided to turn to another category of rich people - celebrities.

Burberry marketers have launched a massive advertising campaign featuring popular young actors. Thanks to her, many have taken a completely new look at the familiar brand.

Even if your product is to the taste of those who do not like you personally, you can always get out of the situation by simply pushing the boundaries of the target audience. At the same time, there is no need to abandon the usual quality and reputation.

Old Spice: deodorant for real men

Problem: Strictly speaking, Old Spice deodorants are no different from all others. But for a number of reasons - maybe because of the name itself - the young audience considered Old Spice products to be old and were in no hurry to buy them. The smell seemed sexually unattractive to them.

Rebranding: Old Spice made a bet on the charismatic basketball player Isaiah Mustafa. He liked the female audience. In the wake of the popularity of the new hero, the company even released a series of shower gels.

On the plus side, Old Spice didn't have to change the logo, it was enough to change people's perception. A young, active and sexually attractive hero and a humorous reckless presentation - that's what the brand needed to get rid of the image of "old man deodorant".

Sometimes it is enough to show the target audience a familiar product from the other side in order to revive interest in yourself and increase the conversion. Think about what sauce to serve what you are doing.

Pabst Blue Ribbon: entering the Chinese market

Problem: Pabst Blue Ribbon makes beer that is inexpensive and very popular with college students. At least in the USA. In China, the beer brand positions itself differently.

rebranding g: In China, the beer is called Blue Ribbon 1844 (1884 - the year the brand was founded), costs $ 44 and is popular with wealthy Chinese. That is, the average American brand, thanks to competent rebranding, has moved into the premium class.

Why China? It's simple: other markets are already occupied by large players.

New audience - new image. This is true both for global market players and for Internet businesses.

Corn Syrup: not as sweet as you think

Problem: The phrase "high fructose syrup" does not sound very attractive in terms of a healthy diet. This leads to a reduction in the audience and revenues.

Rebranding: The rebranding idea is simple - to turn harmful fructose syrup into healthy corn sugar. Of course, syrup and sugar are completely different things. However, corn sugar has long been held in high esteem by those who have problems digesting regular sugar.

Bonus:

But a bad example of rebranding is RadioShack.

RadioShack dreamed of becoming more than a store for tech geeks.

Rebranding and a new name - The Shack - did little to help the company. It was not associated with electrical engineering at all. The Shack ("shack" in translation) is associated with something strange, and it was the new name that buried the company's reputation.

And what about in Russia?

Over the past 10 years, rebranding has been done by three largest companies countries:

Russian Railways.

New logo wins international competition REBRAND 100 Global Awards in 2011.

Sberbank of Russia

The rebranding of Sberbank is perhaps one of the most ambitious for domestic business. The bank spent more than 20 billion rubles on it. Literally everything has been changed - from the interiors of departments and the design of promotional materials to the corporate uniform of employees. And most importantly, the bank has introduced uniform standards throughout the country.

Post office

But with the Russian Post, the example, alas, is not so impressive. Only the logo has been changed. But this had little effect on the perception of the company by customers. Another proof that rebranding is much more than just changing the sign.