These two terms are commonly presumed to be synonyms while theoretically, they are not. Now here is the big question, how is repositioning different from rebranding. Rebranding means to change a brand’s identity. It includes changing few or all of the brand elements (brand name, logo, colour, packaging, typography, slogans and URLs). Rebranding is a highly successful strategy for brands offering tangible good. While Repositioning means to change a customer’s perception of the brand. This normally means to change a brand’s personality and its promise. Taglines are usually changed to convey the brand’s new promise while brand names are normally kept unchanged. Repositioning requires a lot of effort because it entails the identification of the right target market and positioning strategy. Repositioning can either be a standalone strategy or it can be accompanied by a change in brand elements depending on the marketing strategy. For instance, in business-to-business (b2b) marketing, rebranding alone will not work because b2b marketing depends on connection and is not just influenced by a change in 30 seconds TV commercial.
An easier way to understand these terminologies is to envision a brand as a person. If a person rebrands herself, she loses or gains weight, changes her hairstyle, hair colour or wardrobe, and may even change her name — exterior changes. While if a person repositions herself then she changes her attitude, values, and behaviour — interior changes. The person can undertake any combination of these changes together or separately.
Now the question arises how to choose between the two?
Rebranding when:
1.To reinforce existing positioning
2.To refresh a brand’s image especially when aiming to shed a negative image
3.To make repositioning more effective mostly in case of heritage brands
4.To give a fresh start to unsuccessful brands
5.Repositioning when:
6.To change the target audience
7.To improve the existing brand perception
8.To adapt to new markets
The tricky part is rebranding can, in effect, reposition a company. As a brand can rebrand itself either by making minor changes to refresh itself or it can reposition itself by changing its communication. A good example of slight changes is KFC. KFC has been rebranding itself over the years by tweaking its logo while being consistent with the red colour and its mascot, Colonel Sanders. Nike is the most discussed repositioning example in branding. Initially, Nike positioned itself as a shoe for elite athletes which was a small target segment. Later, in 1988, Nike changed its positioning to authentic athletic performance and came up with its famous swoosh logo and ‘Just do it.’ tagline. That is, Nike rebranded itself by changing its brand elements along with its positioning.
In essence, rebranding is an identity change while repositioning is a change in the brand’s promise, personality or other associations. These modifications can be either performed together or separately. However, changing the brand identity or positioning alone does not help win the competition. Product quality and customer satisfaction matter in the long run.
If you look deep into this process, Rebranding has become quite popular, especially for brands that want to shed a previously negative image. Rebranding is simply changing the brand’s identity. It typically includes changing most or all of the brand identity elements such as the name, icon, colors, type font and tagline. The identity change may also be accompanied by brand repositioning.
A brand can be repositioned without changing its identity. Repositioning focuses on changing what customers associate with the brand and sometimes competing brands. This usually entails a change in the brand’s promise and its personality. Taglines often change with brand repositioning (to communicate the new promise). And sometimes the identity itself is updated or refreshed to reinforce the change in the brand’s positioning. However, most brand repositioning projects do not result in completely changed identities. That is, usually the brand name does not change. And frequently, neither do the identity elements other than the tagline and perhaps a slight identity system updating.
In summary, rebranding is an identity change. Repositioning is a change in the brand’s promise, personality or other associations. These changes can be performed together or separately.
For more creative ways of Rebranding your Brands we are just a phone call away .Follow us on
Let your Brand talk to the right consumer with us:
Find out How you can be successful on Social Media