Rebranding

Insights on rebranding campaigns

Rebranding


John Lowery, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Lidl, the supermarket chain, experimented with reducing the size of print materialsin Scotland and diverting budget into above-the-line advertising, whilst stressing the quality of its products.


David Edwards and Ollie Gilmore, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014

This case study explains how Mercedes, the car manufacturer, changed its image as staid and conservative to become the fastest-growing car brand in the UK prestige sector.


Michael Lee and Bryan Jago, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how easyJet, the low-cost European airline, employed its first ever brand campaign to improve brand and sales performance, while reducing marketing investment.


Jonathan Daly, Kyle Fiore and Liam Brown, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Groupe Média TFO, a French language TV network, created a fun and cheeky new brand identity to increase audiences in Ontario, Canada.


Jeremy Poole, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study explains how Premier Inn, the budget hotel chain in the UK, built its brand to expand its business despite a stagnant market.


Amanda Jones and Brenda Imeson, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how Aldi, the low-cost supermarket in the UK and Ireland, grew revenue by addressing the problems of a perceived lack of range and the social stigma attached with shopping there.


Howard Belk, Admap, October 2014

This article reveals the fundamental shifts in the way agencies and their clients must develop, launch and manage brands in an age where speed of delivery and rapid results are paramount for success.


Neale Cotton and Julian Dunne, ESOMAR, Congress, Nice, September 2014

This paper explains how organisations with seemingly disimilar target audiences and product offerings can construct a unified master brand positioning.


Joanna Seddon, WPP Atticus Awards, Grand Prix and Winner, Branding and Identity, 2013

This article explains how to engage in brand valuation and demonstrates the real commercial benefit marketing delivers to a business.

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