This briefing offers an overview of the history, theories and key trends related to rebranding. It briefly outlines historical patterns in rebranding, against the backdrop of increased mergers and acquisitions and more active brand portfolio management by companies.
Warc Briefing: Rebranding
Definition:Rebranding is the process by which a product, service or company changes its brand identity, in terms of its name, the logo, the brand's positioning or values.
Quick facts
- When KFC rebranded in 2006 it launched its new...