Rebranding is the process by which a product or service developed with one brand or company or product line affiliation is marketed or distributed with a different identity. This involves radical changes to the brand's logo, brand name, image, marketing strategy, and advertising themes. It usually results in the repositioning of the brand / company. It may just involve merely superficial changes. Rebranding can be applied to either new products, mature products, or even unfinished products. The process can be done purposely (for example as a result of a deliberate change in strategy), or result from unplanned, emergent, or reactive dynamics (for example out of necessity following corporate restructuring). In economics and marketing, a service is the non-material equivalent of a good. ... A brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the concrete symbols such as a name, logo, slogan, and design scheme. ... Product lining is the marketing strategy of offering for sale several related products. ... Strategy serves as the foundation of a marketing plan. ... Billboards and street advertising in Shinjuku, Tokyo, Japan, (2005) Advertising is the business of drawing public attention to goods and services, performed through a variety of media. ... In marketing, positioning is the technique by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. ...

Often, rebranding is necessary when one company acquires another, along with its products. For example, Norton CleanSweep, now a part of the Norton SystemWorks product was originally Quarterdeck CleanSweep prior to Symantec's acquisition of Quarterdeck in November 1998. Much of Microsoft's product line consists of rebranded products, including MS-DOS, FoxPro and Visio. // Places England Norton, County Durham Norton, East Sussex Norton, Gloucestershire Norton, Halton Norton, Hertfordshire Norton, Isle of Wight Norton, Leicestershire Norton, Northamptonshire Norton, North Yorkshire Norton, Nottinghamshire Norton, Ludlow, Shropshire Norton, Shrewsbury, Shropshire Norton, Dawley, Shropshire Norton, Doncaster, South Yorkshire Norton, Sheffield, South Yorkshire Norton, Suffolk Norton, Selsey, West Sussex... Quarterdeck Office Systems, later Quarterdeck Corporation, was an American computer software company. ... Symantec Corporation NASDAQ: SYMC, founded in 1982, is an international corporation which sells computer software, particularly in the realms of security and information management. ... 1998 (MCMXCVIII) was a common year starting on Thursday of the Gregorian calendar, and was designated the International Year of the Ocean. ... The Microsoft Corporation, (NASDAQ: MSFT, HKSE: 4338) is a multinational computer technology corporation with global annual revenue of US$44. ... Microsofts disk operating system, MS-DOS, was Microsofts implementation of DOS, which was the first popular operating system for the IBM PC, and until recently, was widely used on the PC compatible platform. ... Visual FoxPro is a data-centric object-oriented and procedural programming language by Microsoft. ... Visio was a software company in Seattle, Washington. ...

When a product offering is marketed separately to several target markets this is called market segmentation. When part of a market segmentation strategy involves offering significantly different products in each market, this is called product differentiation. This market segmentation/product differentiation process can be thought of as a form of rebranding. What distinguishes it from other forms of rebranding is that the process does not entail the elimination of the original brand image. Dexxa computer mice are rebranded Logitech devices sold at a lower price by Logitech in the low-end market segment without undercutting their mid-range products. Rebranding in this manner allows one set of engineering and QA to be used to create multiple products with minimal modifications and additional expense. A target market is the market segment which a particular product is marketed to. ... Market segmentation is the process in marketing of grouping a market (i. ... In marketing, product differentiation is the modification of a product to make it more attractive to the target market. ... Logitechs Silicon Valley office in Fremont Logitech International S.A. (SWX: LOGN, NASDAQ: LOGI), headquartered in Romanel-sur-Morges, Switzerland, is the holding company for Logitech Group, one of the industry leaders in the personal peripheral market. ... QA may stand for: Qatar (ISO 3166-1 alpha-2 country code) Quality Assurance, the process or set of processes or measures used to assure the quality of a product. ...

New Coke and British Airways ethnic liveries are both attempts at rebranding that had to be aborted due to a poor reception from the public. BA's world art tailfins were well received abroad, but failed to please the carrier's key customers, British and North American travellers. New Coke was the unofficial name of the sweeter drink introduced in 1985 by The Coca-Cola Company to replace its flagship soda, Coca-Cola or Coke. ... In 1997 British Airways adopted a new livery. ...

Rebranding has become something of a fad in the last decade, with some companies rebranding several times. Other rebrandings, such as the British Post Office's attempt to rebrand itself as Consignia, have proved such a failure that millions more had to be spent going back to square one.

See also

• Product naming
• Ayds

Product naming is the process of deciding what a Product will be called. ... An Ayds commercial from the late 1980s. ...

References