Rebranding Proposal Report Dell Computers Paul Flynn

Table of contents

Executive summary .......................................................................................................3 Introduction ...................................................................................................................4 What is re-branding........................................................................................................4 SWOT analysis...............................................................................................................4 Purpose of re-branding...................................................................................................5 Reasons to Rebrand .......................................................................................................5 Examples of re-branding ...............................................................................................6 Design Ideas...................................................................................................................7 Timeline..........................................................................................................................7 Conclusion......................................................................................................................8

Executive summary

The report is for the proposed re-branding of the computer manufacturer Dell. It outlines the purpose of re branding and steps to implement changes in dells’ image and market. The report will focus on the following. Introduction This report aims to showcase the advantages and opportunities of re-branding Dell. It also aims to create fresh innovative ideas that will enable dell to keep up with competitors as well as strengthen their market share, as well as Adapting to a new way of eco friendly business operation is a key factor in a competitive future. What is re-branding 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 SWOT analysis S W Well Established Brand Dell is the World's  largest PC maker Dell cuts out the  retailer and supplies  directly to the  customers PC's are assembled  using relatively cheap  labour T  Gain greater market  share Reach a larger target  market

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Dell is a computer  maker, not a compute  manufacturer Doesn’t cater for the  youth/gaming community.

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Loose market share Image association with  dated products.  Loose trendy appeal. 

Purpose of re-branding Re-branding can recreate a companies profile and excel them into a new age of wealth and prosperity. Rebranding aims to reach a wider market and increase market share. The purpose of rebranding is to keep up to date with changing trends and diversify target markets and essentially make money and stay competitive.

Reasons to Rebrand • To keep up with the times and keep pace with changing consumer needs (e.g. services, accessibility, convenience, choice, fashion, technology). Because a brand has become old-fashioned and is in danger of stagnation or is already in a state of erosion. Due to fierce competition or a fast-changing environment. As a means of blocking or outmanoeuvring competitors, or a way of handling increased price competitiveness. As a result of globalisation (e.g. Marathon's change to Snickers in the UK between 1988 and 1990). As a result of mergers and acquisitions (e.g. Health & Racquet Club's change to Virgin Active in 2001). In order to generally improve a brand's competitiveness by creating a common sense of purpose and unified identity, building staff morale and pride, as well as a way of attracting the best talent or even a way of testing new markets or products.

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To decrease business development and operational costs, or a way of countering declining profitability or consumer confidence. To signal a change in direction, focus, attitude or strategy. Where there are complex product portfolios, considerable advertising and branding clutter, media proliferation and subsequent audience fragmentation. To capitalise on new opportunities or innovative mediums such as the Internet.

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Examples of re-branding

Design Ideas For logo and image design 1. Colour Schemes a. Greens – eco Friendly b. Reds and oranges – performance class c. Black – sophistication and style d. White – minimalist and clean look. 2. Fonts a. Keeps fonts the same for brand recognition b. Stylize font c. Make font 3D 3. Images and Graphics a. Spherical design – international recognition b. 3D design – modern look c. Stylized design – trendy look

Timeline It would take roughly 2 months to conduct market research and design a new logo.

Conclusion There are many opportunities in re-branding and dell has the potential to increase sales and reach a broader target market. If Dell is to Advance into the next decade rebranding of their image is essential to their success.