Rebranding - why do it? Is it a change of direction, a new sector targeted, a new CEO, or a refresh to take the old message to market? Case studies put their success down to using an external graphics expert, but whatever the reason and however it's achieved, it's all about business...

摘要

When should a company think about a rebrand? Best of all before it really needs to, says Ewan Ferrier, creative director at brand consultancy Brand Union. Companies need to rebrand so that they can effectively engage with their customers, whether new ones or existing ones, he says. Whether your company undertakes a brand refresh or a root-and-branch complete overhaul, those concerned with the bottom line will be reassured to know that there are financial statistics that allow analysis of the value a rebrand can bring to a balance sheet: "There are ways and means of evaluating the success of a rebrand, such as research companies that can measure increased brand awareness, and even accurately map purchase patterns,' says Ferrier. That said, in our brand-conscious age, it's fair to say 'we kind of intuitively know if something works'. In short, inside the industry and outside, we as consumers can all pick out brands that we think are good and ones that are less so.