Side Click: When rebranding takes a U-turn

Successful rebranding involves restoring a brand’s overall goal, message and culture – not just a logo or name change. It means connecting with consumers. But do all rebranding exercises bring the desired results? Or can they go horribly wrong?

Branding and rebranding can be a very tricky business. Brands distinguish a company for who they are and convey value to customers. But when a brand’s value proposition, personality and values no longer align with their vision, function and purpose; it prompts a marketing message realignment or rebranding.

A successful rebranding can refresh, renew and improve customer’s sentiments towards the company. But rebranding can also become a costly affair if it fails to re-build that all-important emotional connection with customers. Some implications of unsuccessful rebranding include:

High level of expenditure

Rebranding burns up a great deal of money and energy. And reversing an unsuccessful rebranding cost even more. In 2010, Gap attempted to change their 20 year old logo as part of their rebranding efforts, with unexpected results. Online users vocally demanded the return of the old logo, which Gap had to reintroduce within six days of the new logo’s launch . The attempt at rebranding reportedly cost USD100 million.

Unexpected results

Rebranding is notoriously hard to pull off – especially when a brand commands a strong foothold in the market and has years of recognition to its name. Consumers might refuse to accept a new concept or changes to the logo due to the absence of that long term emotional connection. For instance, Airbnb – a US-based online booking hub for accommodation worldwide – introduced a new logo as part of their rebranding campaign in July 2014. The new logo – known as Belo – was a simple icon for ease of recognition. However, the logo’s similarity to several other businesses like Automation Mobile led to a lot of criticism. In spite of consumers’ displeasure, the new logo remains in use.

Dent in rebranded brand

Careless rebranding can be very damaging to a brand. One of the greatest rebranding debacles was when Tropicana redesigned its Pure Premium beverage line in 2009. Their new Pure Premium beverage line led to a 20% plunge in sales post rebranding! Dollar sales further dropped 19% which means an estimated USD33 million to USD137 million loss between January 1 to February 22 in 2009.

The history of rebranding is littered with more failures than successes, not to mention plenty of episodes of under-performing “rebranded brands” that fail to justify the costs of rebranding.

The moral of the story seems to be that iconic brands are deeply emotional entities. And rebranding risks cracking this delicate Humpty Dumpty. It should be undertaken only as a last resort.

https://www.spireresearch.com/spire-journal/yr2014/q4/side-click-when-rebranding-takes-a-u-turn/

Comments

The Philippines - Asia's next economic powerhouse

The Philippines is emerging as one of Asia’s most dynamic economies, with a forecasted growth rate of 6.9 per cent in 2018 driven by investment and private consumption. The economy recorded growth of over 6 per cent in 2017, for the sixth straight year, thanks to buoyant government spending, exports and a recovery in the agricultural sector. Will this Southeast Asian tiger be able to maintain its momentum? A growing economy While advanced economies like the United States, Europe and Japan are growing at slow rate, a number of emerging economies like the Philippines continue to surge ahead. With annual growth expected to reach 6.9 per cent by 2018, the Philippines now ranks as the 10th fastest growing economy globally. Owing to strong domestic demand and government projects, the country’s economy is on the rise. The government’s expansionary fiscal policy has aided capital formation and credit growth, whereas low inflation has strengthened private consumption. Path...

Spirethoughts: Saving India’s farmers

Rural farming in India could benefit immensely from solar energy, as farmers can use water pumps that are powered by solar panels to irrigate farms; balancing out the electricity provided for urban dwellers in the process. This is crucial as approximately 18 million of the country’s 25 million water pump sets are linked to the national electric grid. To address the nation’s power shortage, a joint-venture will be formed between six state-owned companies in Mumbai, including Bharat Heavy Electricals Ltd and Power Grid Corporation of India Ltd, to build a 4-gigawatt solar photovoltaic farm by the end of 2016. The price would be INR10 cheaper than the lowest power bid in India. Once the government grant has been received, this would change the way clean energy is generated; providing light through solar energy to 70 percent of the population residing in the urban areas. Is solar energy becoming a transformative resource for rural farmers? http://www.spireresearch.com/ne...

The European Union-Vietnam Free Trade Agreement (EVFTA) is set to open doors for Vietnamese exporters

On 30 June, 2019, the European Union signed its first free trade deal with a developing Asian country – Vietnam, one of the fastest growing economies in Southeast Asia. The EU-Vietnam Free Trade Agreement (EVFTA) would reduce 99% of tariffs on goods and services traded between European and Vietnamese markets. WVietnam’s exports to the EU were valued at 50 billion euros in 2018. This figure is expected to increase by 40% by 2025 under EVFTA. Between the years 2024 – 2028, the agreement would boost Vietnam’s gross domestic product by 5 to 6% annually. Will the EVFTA herald a closer economic relationship between Vietnam and Europe? For more information : https://www.spireresearch.com/newsroom/spirethoughts/the-european-union-vietnam-free-trade-agreement-evfta-is-set-to-open-doors-for-vietnamese-exporters/

China’s landfills: Can waste be turned into energy?

260 million used tires are dumped in landfills all over the world. These tires contaminate groundwater and create clouds of black grime when they ignite, releasing toxins into the atmosphere. IFW Recycling Corporation based in the U.S. sees these old tires as a clean, green and efficient source of fuel. The tires are gassed to result in usable diesel fuel. This does not cause pollution and creates by-products for further use such as distilled water, carbon black and ash. With China emerging as one of the world’s biggest polluters, its government is seeking alternatives to coal-fired electricity generation. This could be one of them. https://www.spireresearch.com/newsroom/spirethoughts/chinas-landfills-can-waste-be-turned-into-energy/

2022: Recovery or Resurgence?

The Covid-19 pandemic officially marks a grim second year this year. Nonetheless, there is some optimism among scientists that while the virus will become endemic, its threat to human life could reduce over time. In the first of a three-part Spirethoughts instalment examining analysts’ predictions for the new year ahead, we look at 3 economic and social trends that are likely to affect the global economy in 2022. Debt and inflation to grow . Global debt accelerated during the pandemic as governments continued to borrow. Twenty-five nations, including the US and China, now have total debt amounting to more than 300% of GDP, as central banks contribute to inflation by printing money, deepening the debt trap. Inflation, while on the rise, seems unlikely to hit the historic double-digit levels of the 1970s, as government spending should ease in 2022. Industries overheat amid global warming “greenflation”. The other continuing story with global imp...

The Knowledge to Decide

Search This Blog