When considering rebranding, it is necessary to distinguish this concept from such processes as redesign, repositioning and relaunch. Very often, they are equated, although they are completely different events. Understanding the differences between them is not a theoretical question at all. Each of them costs the company a tidy sum, and millions can be spent on innovations that the brand did not need.
Redesign
Implies a change in the visual design of the brand. This may include a change in the color scheme, logo, website, corporate style. It may be part of rebranding, but is not identical to it.
Thus, in 2019, the car key features of office 365 database manufacturer Volkswagen made changes to the design of its points of sale and its logo. The previous corporate style had been used for 19 years.
Repositioning
Includes declaring new brand values. As a result, the target consumer gets a new idea of the brand, while the product remains the same. It is also an integral part of rebranding. It is also worth highlighting several other indicators:
changing the rating of individual attributes;
introduction of new attributes;
change in price and quality;
change in distribution scheme;
changes in consumer opinion about competitors' brands.
Relaunch
Requires a more detailed analysis. Literally translated from English, this word means "relaunch". Essentially, it is about creating a new brand. Changes are made to the relationship with the consumer; it can also be accompanied by redesign and repositioning. It differs from rebranding by a larger scale of changes.
An example of a relaunch is Sber. Previously, it was a traditional state bank, which many did not trust after depositors' savings burned in the 1990s, and was a sort of old-timer of the market with a corresponding ideology. Now, Sber has become a modern IT company that actively implements the latest information technologies.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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