Rebranding

Insights on rebranding campaigns

Rebranding


Lena Roland, Event Reports, Marketing Society Annual Conference, November 2014

This event report looks at how the easyJet airline turned around a brand that had pioneered a new budget market but which had subsequently lost focus.


Euromonitor Profiles, November 2014
This Company Profile from Euromonitor provides key details and analysis of British American Tobacco, the owner of brands such as Kent and Pall Mall. Included is a strategic evaluation with key facts about the UK head quartered company, competitive positioning against comparative brands, and assessment of its position in the tobacco market.

Lena Roland, Event Reports, Marketing Society Annual Conference, November 2014

This event report relates how a "complete reset" of its business model turned around a failing newspaper brand.


Anuj Mehra and Eloise Liley, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Ford, the automotive company, repositioned itself in Australia by removing its badging to overcome irrational negative perceptions.


Ian Forth, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Radiant, a laundry detergent brand, increased sales and market share by focussing on a different functional benefit to usual detergent marketing.


Peta Morton, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Best&Less, a clothing retailer, overcame negative consumer perceptions using an unbranded pop-up shop in Australia.


Christina Aventi, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study describes the launch of a new football club in Sydney, Australia - the Western Sydney Wanderers - using local participation to build fan loyalty from the beginning.


Tahaab Rais, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how smartphone brand Sony Xperia created a James-Bond style phone-based experiential game to drive interest and sales in its new phone model in Dubai.


Tahaab Rais, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study explains how Dubai Police introduced a fleet of supercars to help raise Dubai's profile and reduce the amount of traffic offences.

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NTUC Income

Warc Prize Asia winner on the Singaporean insurance brand


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Warc's pick of the most effective case studies


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Domino's Pizza: Pizza Turnaround

Using original creative to reverse a brand's decline


WARC BRIEFING

Rebranding

Theories and trends in rebranding strategies


CASE STUDY

Skoda: 'It's a Skoda. Honest'

A classic rebranding campaign from the automotive sector


ARTICLE FOCUS

Rebranding with purpose

A practical example of rebranding from Motorola