Warc Briefing: Rebranding

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 identity by creating the first logo that was visible from space.
  • The Post Office in the UK in 2001 spent £2 million rebranding itself as Consignia in order to distance itself from its state-owned past and to be better placed to target the international market. After just 16 months of press and public outcry the company...
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