Contents
What is rebranding?
Rebranding is the process of changing the positioning and image of a brand, which can include a review of its mission, goals, key triggers, and communication methods with customers. It is not just cosmetic changes, but a deep transformation that affects all aspects of the brand's interaction with its audience.
For example, consider the chain of stores "Pyaterochka." Today, it is not just an economy-class store — it has become a place where delicious and fresh food is available close to home. The brand emphasizes family values, high-quality products, and convenience for shoppers, making it more attractive to a wider audience.
When and why to rebrand?
There are many signals indicating the need for rebranding:
- Outdated values and visual style of the brand;
- Launch of a new product;
- Change of target audience;
- Decline in sales;
- Decrease in customer trust and loyalty;
- Increased competition;
- Entering the international market;
- Change of owners and shareholders.
For instance, until 2006, "Danissimo" positioned its desserts as a quick snack, but with the emergence of analogues, sales began to decline. Rebranding helped the company change the perception of the product and attract a new audience, ultimately leading to an increase in sales.
Examples of successful rebranding
Another interesting example is the airline "Siberia," which decided to change its name to S7 to attract a younger audience and enter international markets. The rebranding was extensive and included changing the logo, updating the website, changing the interiors of the airplanes, and even the uniforms of the staff. As a result, S7 today positions itself as a family and youth brand, which has allowed the company to enter the top 100 best airlines in the world according to World’s Top 100 Airlines 2021.
External factors can also lead to rebranding. For example, in 2022, "Tinkoff Bank" announced a global rebranding due to political statements made by its founder. Similarly, "Vkusno – i tochka" became known as an example of forced rebranding, when the company had to quickly adapt to new conditions while maintaining audience loyalty to the old brand.
Types of rebranding
Rebranding can be divided into two main types: comprehensive and partial.
Comprehensive rebranding
Comprehensive rebranding involves a complete change of the brand's concept and mission. In this case, fonts, slogans, and logos are merely the outcomes of the process, which adapts to the new development vector. For example, in 2020, Sberbank of Russia changed its name to Sber, focusing on digitalization and the launch of new services such as SberMarket and SberSound.
Partial rebranding
Partial rebranding, also known as restyling or redesign, involves external changes to individual branding elements, such as logos, colors, or fonts, while maintaining the core ideology and name. An example of partial rebranding can be seen in the updated Unisender logo, which has become more modern and attractive to a new audience.