The delicate art of rebranding: Retaining equity while creating a fresh face

Kristin Luck

Journal of Brand Strategy, 2012, vol. 1, issue 1, 50-56

Abstract: What can a company do when its brand is recognisable within target publics, but it doesn't really represent the company anymore? Rebranding is a delicate balance of retaining valuable brand equity and awareness, while also grasping any aspects of the business that are missed with a current brand. By conducting a skilful rebrand, companies can avoid becoming stale and stagnant, and let the true values and aspirations shine through. This paper examines an in-depth case study of the author's company rebrand, weighing in on research, branding, web development and public relations’ roles in the process. The author shares on-the-ground experiences to help deconstruct and analyse how companies can hit, or miss, that rebrand balance. This pragmatic and informative paper will help any company in any industry find a starting point for any type of rebranding process. The author provides practical tools for readers to take back to the workplace as they think about what their brand is truly representing to their audiences, and exactly how to hit the middle of the target with their own rebrand.

Keywords: corporate rebranding; company branding; brand development; brand equity; rebranding case study; branding research; branding and public relations (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2012
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