Rebranding

Proposal Report –
Toys “R” Us
By
Roarke Lahene
24/07/07

Table of Contents
Rebranding Proposal Report – Toys “R” Us..................................................................1
By ..................................................................................................................................1
Roarke Lahene................................................................................................................1
24/07/07..........................................................................................................................1
Table of Contents............................................................................................................2
Executive Summary.......................................................................................................3
This report is a proposal for the rebranding of Toys “R” Us (TRU). It outlines specific
sections of the rebranding and how the company will benefit from it . These are
summarised in the following:.........................................................................................3
Purposes/Objectives.......................................................................................................3
Audiences.......................................................................................................................3
Deliverables/ Benefits....................................................................................................3
Project Scope..................................................................................................................3
Timeline..........................................................................................................................3
Introduction....................................................................................................................4
1.Purpose /Objectives.....................................................................................................4
2.1 Purpose of Rebranding.....................................................................................4
2.2 Objectives of Rebranding................................................................................4
2.Audiences....................................................................................................................5
3.Deliverables/Benefits..................................................................................................5
4.Project Scope...............................................................................................................5
5.Timeline.......................................................................................................................6
6.Conclusion...................................................................................................................6
7.References...................................................................................................................6

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Executive Summary
This report is a proposal for the rebranding of Toys “R” Us (TRU). It outlines
specific sections of the rebranding and how the company will benefit from it .
These are summarised in the following:

Purposes/Objectives

Audiences

Deliverables/ Benefits

Project Scope

Timeline

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Introduction
1.1 This is a report created to propose the Rebranding of the company
Toys “R” Us. The purpose of a Rebranding is to give a company a fresh
and vibrant new look which helps to keep it influential against it
competition. I feel that Toys “R” Us needs a fresh new logo to make a
statement about where it sees itself as a company in 2007.
1.2 It is essential for companies to change with the times and Toys “R”
Us will find it is left behind if it doesn’t decide to rebrand.

1. Purpose /Objectives
2.1 Purpose of Rebranding
2.1.1 Rebranding can do wonders for a company if it is done properly
in essence brands are the key to a company's long-term survival and
market leadership. The purpose of rebranding a company is to offer a
means of generating sustained growth and this can also assist a
company to resist or bounce back from competitor attack.
2.2 Objectives of Rebranding
2.2.1 The objective of rebranding is essentially to make the company
more revenue overall. This is the very key to what rebranding can do
for a company.

2.2.2 I believe that Toys “R” Us has the market; people are already
aware of what Toys “R” Us has to offer in the way of toys. But,
knowledge needs to be given to customers regarding the Baby’s “R” Us
and “R” Zone Sections of the store. This is where rebranding comes in,
this is allow customers to be aware of the stock Toys “R” Us has in the
way of baby products, video games/consoles, electronics.

2.2.3 Therefore the objectives Toys “R” Us would want to achieve from
rebranding are the following:


Increased knowledge of stock available to the customer from
sections like the baby products, electronics, video
games/consoles, educational games.
From increased knowledge would come increased revenue for
the company. Therefore an increase in the yearly revenue made
would be expected if they rebranded.
More customers in the store. Once the customer is in the store
they are more likely to buy a majority of things if they are aware
of them being there in the first place.

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2. Audiences
3.1 Toys “R” Us accommodates for everyone, from as young as 1
month old to adults aged up to 80. Just because toys are the priority
doesn’t mean that anyone if forgotten. So the rebranding for Toys “R”
Us has to appeal to a vast array of customers who will want to come
into the store after seeing the new logo.

3. Deliverables/Benefits
4.1 There are many benefits with rebranding and these will be looked at
in this section. Discussed briefly in the Introduction, the benefits of
rebranding are numerous and all positive. Some of these benefits
include:



Knowledge gained by the customer about stock which was
always available but never advertised effectively.
A fresh and vibrant new look for the company
Encourage customers to spend more time in the store as they
are aware of what is available. By satisfying the customer’s
needs, there will therefore be more money spent.
Customers who are happy with the store will therefore tell their
friends and family about all the products Toys “R” Us have to
offer.

4. Project Scope
5.1 This section helps to analyse the actual execution and

effectiveness of the project.
5.2 From looking at the work expected, it seems that the project is

a broad one. It does require some deep analysis of the company
(Toys “R” Us) and how it will be affected by the rebranding
5.3 The rebranding of the company is definitely feasible. It is

simply creating a logo and image which best captures the TRU as
a company and hopefully simplifies where they are heading in the
near future.

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5. Timeline
6.1 The timeframe given for this project is around 8 weeks or one term.
This will allocate enough time to:
• Rebrand the company
• Create a new logo for TRU Babies “R” Us and “R”
Zone
• Create a new image for the company
6.2 Hopefully that the given time will be enough to successfully
complete the required tasks.

6. Conclusion
7.1 It can be seen from this report, the tasks required to complete the
project. As well as what is to be expected from the task of rebranding.
Therefore this report should have given some insight into what
rebranding is and how it can help Toys “R” Us.

7. References
Reference One:
www.toysrus.com.au
Toys “R” Us Website
Reference Two:
http://en.wikipedia.org/wiki/Rebranding
Wikipedia Article on Rebranding
Reference Three:
http://www.mediatoolbox.co.za/pebble.asp?p=40&relid=3038
Brands and Branding – Why re-brand

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