Rebranding

Insights on rebranding campaigns

Rebranding


Joeri Van den Bergh, Patrick Alders, Anneleen Boullart and Martijn Van Bijnen, ESOMAR, Qualitative, November 2014

This paper sets out research undertaken by Viacom International Media Networks (VIMN) in Northern Europe to better understand the lives and needs of millennials, how these build into trends and how VIMN can best serve this group.


COMPANY PROFILE

Yum Brands (Food)
Euromonitor Profiles, October 2014
This Company Profile from Euromonitor provides key details and analysis of Yum! Brands Inc, the owner of brands such as KFC, Taco Bell and Pizza Hut. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the food market.

Sunil Shetty and Jeenal Patel , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Amul, an Indian dairy cooperative, tackled slowing milk consumption by presenting it as a natural energy drink to appeal to young people.


Case Study

Durex Performan
Deric Wong, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Durex promoted its Performa condom in Hong Kong with a superhero called Performan.


Prasanna Kumar , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Gillette, the shaving brand, grew online sales volume for its Gillette Fusion model in China by promoting wet shaving as sexy.


Jessalynn Chen , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes a new store format developed by Asian Paints to reposition its brand from industrial supplier to domestic, decorative paint company in India.


Willy Wong and Starrain Yang , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Cadillac, the luxury car brand, used the launch of its ATS model to reposition itself as a more dynamic brand in China.


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.


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.

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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