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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands