Branding and rebranding

A brand is defined by the characteristics that mark a particular product. Branding is used to communicate a product’s qualities to a consumer, and create a lasting bond between supplier and customer.

How it works

When a supplier develops a brand, it creates a defined set of values, expressed in product imagery, colors, logo, slogan, jingles, promotional imagery, and association with high-profile individuals or characters. The brand works for both the supplier and the customer, aiming to eliminate uncertainty and risk and to convey key attributes. Social media helps to promote brands—for example, 29 percent of Facebook users follow a brand and 58 percent have “liked” a brand.

The branding cycle

There are typical stages to branding a product. In order to rebrand (redevelop) a product, the supplier starts over at the beginning.

Develop the concept Marketer focuses on positioning (where brand sits among competition in terms of function and look) and building a consistent and clear personality.

Choose brand personality

Sincere Down to earth, honest, kind, thoughtful

Rugged Tough, strong, outdoorsy, masculine

Sophisticated Exclusive, romantic, elegant

Bold Carefree, spirited, youthful

Competent Reliable, intelligent, authentic, successful

Apply marketing mix

• Product
• Price
• Promotion
• Place

Apply promotion mix

• Brand name
• Tagline
• Design and packaging
• Audiovisual elements

The consumer

• Physical needs Assert product’s usefulness
• Psychological needs Make brand alluring
• Buying power Use brand values to optimize sales

Research Is it time for a
rebrand to make
product more appealing?

Brand audit

Audit passed

Rebrand

NEED TO KNOW

❯ Brand equity Power of a well-respected brand to generate more sales than the competition

❯ Brandwidth Measure of the effectiveness with which a brand connects across a wide range of consumers

❯ Brand architecture Overarching plan to develop one or more brands and create a hierarchy