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.
- 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...