Rebranding strategy: What is rebranding?

Rebranding is the process of changing the corporate image of a company. This is a marketing strategy that gives an established brand a new name, symbol or design change. There may be several reasons for companies to rebrand. For example, the world we live in as we know it is always changing. For this reason, companies can also adapt to those trends as an image, and rebranding is one of the means for this. As another example, 2 companies can merge and rebrand together. Or, a company may make a mistake in its logo, mission or slogan when it is just starting out, but it is possible to correct it after a while by rebranding.
On the one hand, this shows us that you don't have to wait to be perfect to start, but you have to start to go towards perfection.

Additionally, if the company wants to change its current position in the market, it can go for rebranding. For example, let's say that company A is only engaged in the production and sale of watches in the market, but after a few years, it wants to offer not only watches but also other accessories in the market. In this case, since its position has to change, it is appropriate to rebrand the company name as well.
On the other hand, rebranding a company that has gained a negative reputation for certain reasons is a very logical step.
As a last case, the company is rebranded during the implementation of the strategy of exiting the local market to the global one. So, the company has to deliver its message to a new geographical area and to new people. For this reason, it may be necessary to change the company name and logo.

Of course, what we have listed is not the whole list for a company to rebrand, it is possible to extend the list further.
Rebranding can be in 2 forms: The first is partial, and the second is full rebranding.
In partial rebranding, a company makes some general changes to its existing image. An example of this is the change in the logo of the Apple company, which we showed at the beginning of the video. In this example, although the company name remains the same, only the logo has undergone certain changes. Another example is Animators, which recently rebranded.
So, the animation supporter of the Easy Marketing project, the Animators company, which provides animation services, partially rebranded, that is, it kept its name and only changed its logo. In this process, more than 70 people scored 3 logos separately out of 10 points, and as a result, the current logo with the highest score was selected.

In the complete rebranding, the company undergoes radical changes. For example, we can say the company Bolt, whose previous name was Taxify.

In conclusion, it can be emphasized that an ill-considered rebranding step can be dangerous for the company. So, before rebranding, the company should check whether this step is really necessary. Why should the company image be rebranded and what will be the benefit of this step for the company!
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