Rebranding

Insights on rebranding campaigns

Rebranding


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Constellation Brands in the USA extended the market for its Corona Extra beer.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Nescafe set out to halt the brand's decline since 2000 and increase its appeal to a younger generation of 20-35 year olds.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Grupo Papelero Scribe in Mexico repositioned the Scribe brand to attract a younger demographic.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Daimler AG set out to change the image of Mercedes-Benz in the UK with the object of increasing sales.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the Nashville Convention and Visitors Corporation in the USA changed the image of the city from one solely associated with country music to one with a much broader remit.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the Swedish Institute and VisitSweden changed the way that tourism was promoted.


Geoffrey Precourt, Event Reports, ad:tech San Francisco, May 2015

This event report demonstrates how Under Armour, the sporting apparel manufacturer, has leveraged storytelling to build its brand.


Howard Belk, Admap, June 2014

This article gives advice to businesses trying to fend-off 'activist investors' who are trying to break the company up; and if a break up becomes inevitable, how to manage the brand.


Euromonitor Profiles, April 2015
This Company Profile from Euromonitor provides key details and analysis of Discover Financial Services. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the financial services market.

WARC RECOMMENDS


CASE STUDY

NTUC Income

Warc Prize Asia winner on the Singaporean insurance brand


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Brand Launches

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