Rebranding activity implies a "change" at the image and identity level of that brand. It is produced a change, or better, an improvement of everything that symbolically and visually represents your business. Rebranding implies both changing the identity of a product (design, name, colors, logo, slogan, etc.) as well as changing position in the mind of the target audience. Most often, through acquisitions or mergers, the name of the brand must be changed because it no longer corresponds to reality. Obviously a new name also requires a new identity, both in terms of values ??and visual identity. Sometimes there is no need for mergers or acquisitions, simply by adding new ranges, changing the markets and the shareholders' vision, the name no longer corresponds.
A visual identity refresh is the first level of rebranding. It retains brand structure, identity, name, but builds new clothes to change the outdated image. Through this first level of rebranding, the brand improves its image and the factor of attraction in the target market.
A rebranding campaign can not be implemented at any time. It is required when a number of conditions converge: the image of the brand is monotonous, the competition is gaining ground, and the product no longer attracts the attention and interest of the public and therefore the sales decrease. In other words, rebranding should be done not only because it is in the trend, but it is imposed when, indirectly, the market and the public ask for it.
Rebranding means first of all change, and man, through his very nature, is a being seeking stability and is, in most cases, reticent to change idea. Therefore, rebranding does not necessarily have to bring a total identity change. If the situation so requires, we can opt for a partial rebranding: we can change, for example, only the slogan or packaging of a product when they become ineffective. Rebranding is a revitalization process in the life of a brand and should not be done at random, so it is best to ask for specialists advice.