Rebranding

(An Idea Working From Decades)

Introduction
 Rebranding is the way in which a product or service developed
with one brand or product line affiliated to a company is
publicised or distributed with a different identification.
 Companies using this trend several times in order to shape
their company profit’s from time to time.
 Rebranding is about strategically reshaping the apple with
sharper.
 Rebranding has taken a shape of regular trend from the last
decades.
 Rebranding the U.S. With Obama
 Origin of Rebranding

 Brand derives from old name brandr which “means to

burn”.Rebranding is not an innovative invention by the new world
researchers but this way of promotion is carried on from past decades.
 Owner of the cattle marks their animals by some mark on their body so
that can identify which is the cattle that is to be sold in market
 A potter identifies his pot by putting thumb print into the wet clay or
by making star,cross or a circle on the pot.
Types of Rebranding
 Corporate Rebranding – This means organization is having
moral responsibility of providing quality products, service, and
delivery to customers
 Employer Rebranding – It plays an important role to make
employees to understand the vision, mission, goals, products,
and services of the company
 Cause Rebranding –In order to attract customers by
associating the company with a cause or purpose that
potential customers would find beneficial to fulfill their
personal goals or values
 Spirit Rebranding – It means slogans which are used while
selling the product to consumer market.
 Society Rebranding- It’s a promise to the people in the
society that this company will be a valuable partner to them in
the future course of action.
 Culture Rebranding- Culture rebranding is keeping promises
to employees in relation to their working environment and
relationship to their leaders and managers
 Need of Rebranding
 Creation of Clarity and Alignment: Let’s Try simple test: confirm from five staff
members what the company does and what sets it apart. Organization that is torment from
poor positioning, you will get four to five different answers. So If the staff members, who
are in contact with the organization, can’t get it right, how can consumer prospects be right

to understand and value the company’s positioning.

 Enrichment of New Business Opportunities:New Business opportunities means,
you re given more chances to bat and rebranding ensures you that right ball comes on
middle part of your bat to hit six at each and every opportunities that prevails in the market
 Easy Winning Strategy Through Distinctiveness:If you’re “on their radar” and
properly positioned, you’ll be on the short list from the starting point and the radar is going
to aim without any mistake.
 Companies contend on Something Other Than Price:Company
may think it is exclusive and more precious, the market views the
company’s offerings as commodities with plenty of realistic and available
substitutes
 Enhancement in Value Edition of Company:In a simple language we
can portray value of any company is based on the firmness of expected
cash flows in future years
 Creates Endless value Of company: Proper rebranding in the
marketplace can help companies win business without relying on the real
or perceived assistance of company owners
Three Rebranding Exercises

 This is a series of three case lets that would help

highlight the issues involved in rebranding,
especially a corporate rebranding exercise.
 Hindustan Unilever Ltd.
 Vodafone
 Axis Bank
Hindustan Unilever

 This case is providing a detailed description on rebranding of

India's leading fast moving consumer goods company
Hindustan Lever Ltd. (HLL) to Hindustan Unilever Ltd. (HUL).
After a time span of 51 years as Unilever subsidiary’s
existence in India as HLL has would be called with parent’s
company name. It was done to obtain benefit by making the
brand name to be familiar globally.
Axis Bank
 This is in relation to the rebranding of one of
India's top private sector banks, UTI Bank, to Axis
Bank.This was done in order to stop paying royalty
for the use of the brand name 'UTI' that was also
used by some unrelated entities, the company
decided to go for a brand name that was culture
neutral and had a global appeal. Axis Bank's also
reassured the bank's customers that nothing had
really changed in the bank apart from its name.
Vodafone
 This is in relation to the rebranding of famous Indian
telecom brand 'Hutch' to 'Vodafone' after the world's
leading telecom company by profits Vodafone Plc.
(Vodafone) acquired a majority stake in topmost
telecom companies in India Hutchison Essar Ltd.
Vodafone campaigns tried to leverage on some of the
previous ads of Hutch to initiate the relatively unknown
Vodafone brand (in India).
Conclusion
 Rebranding involves repositioning of the brand /company,
generally in an attempt to distance itself from certain negative
connotations of the previous branding, or to move the brand up
in the market.
 Rebranding does not intend to change corporate identity of
some company but to give it a refreshing look.