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Brand Management Essay

1256 words - 6 pages

Re-Branding influence on Customer purchase Decisions

Rahim Munshi Hussain Padrawala


I would like to express my gratitude to my supervisor Rahim Munshi for the useful comments, remarks and engagement through the learning process of this report. I would like to thank my loved ones, who have supported me throughout entire process, both by keeping me harmonious and helping me putting pieces together. I will be ...view middle of the document...

No |
| Acknowledgement | 1 |
| Executive Summary | 2 |
1 | Introduction | 4 |
2 | Questionnaire | 6 |
3 | Analysis & interpretation | 7 |
4 | Conclusion | 12 |
5 | Bibliography | 13 |

Rebranding happens once a business or organization decides to alter a big part of the whole. Such an amendment might be manifestly obvious sort of a new brand or brand, or it would be a lot of refined like a small shift in electronic messaging to raised communicate a a lot of relevant whole promise. Why do corporations rebrand? There are literally a large number of reasons why a business would possibly initiate a company rebranding or the rebranding of a product or service, however notwithstanding what the explanations are, those reasons will perpetually be classified as either proactive or reactive.
Proactive Rebranding
Sometimes a corporation sees a reason to rebrand to seize a chance or thwart potential threats within the future. as an example, proactive rebranding would possibly happen within the following situations
Predicted Growth: once a corporation is getting ready for expected growth, notably international growth, it would rebrand product and services into a consolidated whole. Typically this can be} often in serious trouble consistency and to save lots of cash over time. This sort of rebranding is additionally done once a corporation merely must produce a larger sense of name unity across its business.
New Line of Business or Market: once a corporation enters into {a new replacement whole new} line of business or market that's not cohesive to the prevailing brand identity, a rebranding may be so as. Keep in mind once Apple was called Apple Computer? Because the company evolved into new lines of business on the far side computers, the initial brand was too restrictive. With a straightforward snip to the supportive word within the brand in 2002 (which the general public didn’t use anymore), the whole was prepared for brand new growth and opportunities.
New Audience: once a corporation desires to attractiveness to a replacement audience, a rebranding may be necessary. Detain mind, the rebranding may not need associate actual name or brand amendment. Think about McDonald’s touching on itself as MickeyD’s in commercials to focus on a unique demographic from its ancient family audience.
Relevancy: once a corporation realizes its whole is losing relevance in consumers’ minds, it would be time to rebrand. The phone book rebranding could be a good example. With the utilization of written phone book directories declining, phone book rebranded to YP and commenced to focus a lot of attention on the digital house creating it considerably a lot of relevant.
Reactive Rebranding
Other times, corporations rebrand in reaction to an incident that's thus important that the prevailing whole should be modified. As an example, reactive rebranding would possibly happen in things just like the ones listed below:
Merger or...

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