WHAT IS REBRANDING AND WHY IS IT NEEDED?

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Often changes occur not only in the external appearance of the company, but also in its business processes, hidden from prying eyes. Currently, all successful organizations are constantly improving and trying to keep up with the times. As a result, new products and services appear. To establish business processes, both internal and external updating of the company is often required. The latter is especially noticeable, since visible changes instantly attract attention. However, a huge amount of work is hidden in the internal aspects of rebranding. WHAT IS REBRANDING Rebranding is a set of measures taken to change certain internal business processes and the external perception of the brand by the target audience. There is a common misconception that rebranding involves updating only the external visual components of the brand, for example, the logo and corporate identity. In reality, this is nothing more than a redesign. Also, rebranding is often confused with repositioning - updating the assortment and planned evolution of the brand. In fact, this process can include all of the above components and most often implies not only external changes, but also significant internal transformations.

It can affect the ideology, mission, values, structure and quality of the company’s business processes. Rebranding addresses areas such as brand positioning and philosophy, transformation and presentation of visual components, and the development of new products and services. WHY IS Healthtrax Corporate Email list REBRANDING NECESSARY? Why is rebranding necessary? First of all, this process is necessary to solve new strategic problems. These include: radical change in the range of goods or services; transition to other product categories; change or significant expansion of the target audience; choosing a fundamentally different approach to pricing; entering new markets; improving the company's reputation. On top of that, almost any brand must naturally evolve and develop. Otherwise, the company is simply doomed. Sometimes rebranding develops into a protracted rivalry between brands. Competing companies are actively fighting for the attention of the audience in the advertising and media space - points of contact with the client.




If one of the brands changes significantly, then the rest also have to comply with new market trends. Similar rebranding races are clearly visible among mobile operators. They are constantly innovating. If earlier this mainly happened at the level of external visual solutions - logo, corporate identity and interior design of communication stores, now rebranding affects the most unexpected aspects of companies' activities. REASONS FOR REBRANDING The market and competitive environment are constantly changing. The target audience is maturing, its values ​​and needs are transforming, and a new generation of clients is growing up. You must consider every factor in your strategic marketing planning, otherwise your brand will quickly fade away. It is necessary to constantly monitor changes in audience preferences and respond to them in a timely manner.