Rebranding means getting things done right so the customers will not lose their interest and company can keep up with the competitive forces. Here are some of the companies which implemented successful rebranding strategies that helped the brands to have strong sustainability.
1. High fructose corn syrup
Due to the high rise of diabetes and obesity, food and drink manufacturers have started putting sugar in the foods instead of high fructose corn syrup. But, seeing money slipping through their purses, corn manufacturers have applied a brilliant yet low health alert rebranding strategy i.e.
Rebranding strategy: Relabel high fructose corn syrup as corn sugar.
This strategy actually worked and it doesn’t have the same stigma as corn syrup. Now, in almost everything that we eat “corn sugar” exists.
Burberry’s iconic design is reflected everywhere, from clothing to handbags to fragrances. But, unfortunately, the brand is also become a target as gang wear.
The impression became so popular that at one point if anyone caught wearing Burberry was banned form the city pubs.
So, Burberry took an initiative in reinventing the brand by introducing sexy spin to the clothing and getting endorsements from the celebrities.
Rebranding strategy: Although there is nothing Burberry can do with brand adoption by unintended target audience, still, the company can look for ways to rebrand itself without losing its years of reputation and brand fame.
3. Old Spice
Old spice is a men’s deodorant much like any other product. It reminds us of traditional , stagnant and the generation of our grandparents. Actually, the first Old Spice was designed for women. It may seem hard to sell as everyday deodorant, eventhough there are thousands of options out there.
So, Old Spice has associated with NFL Player Isaiah Mustafa, who is known as The Old Spice guy. In commercials, the product is aimed at women as seductive and alluring. Then company didn’t even change the logo. It kept the traditional brand logo yet made the product perspective interesting to the audience.
Rebranding strategy: Look for ways to turn something everyday product into something new and interesting. Message and brand consistency is very important to give the right information to the audience.
Undoubtedly, one of the successful rebranding strategies of the era, Apple was suffering from low-sales, less consumer interest during early-to-mid-1990’s. Until Steve Jobs took over the company in 1997, the brand didn’t stand much in the market. With the concept of minimalism and creative product innovation, the marketing and advertising campaigns has portrayed the brand more on creativity and modernity rather than a simple product purchase sale call.
Rebranding strategy: Think about changing the customer expectations by providing edgy product attributes.
5. Mc Donald’s
Mc Donald’s brand image has shifted form friendly staple food to a cheaper and unhealthy version of food during mid 1990’s and early 2000’s. To evolve the brand image on the positive side, company started adding the healthy versions of food such as salads and fresher foods. It’s physical locations also been rebranded to look more modern and chic.
Rebranding strategy: Listen from your market and learn from the mistakes. Keep diving into the customer view of your brand and change it when really necessary.
Rebranding doesn’t happen overnight. It takes constant research of the company to know about customer’s demographic and psychographic factors into consideration.