The brand lost audience loyalty and sales fell.

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In the commercial, the company calls on men to move away from sexism in order to set a positive example for the younger generation.
Relaunch. Global rebranding, when one brand is actually replaced by another. This is what happened with the MTV Russia channel. In June 2013, the channel was renamed " Friday " . Instead of clips and music, they began showing episodes about the lives of celebrities, parody shows, and the travel show " Eagle and Tails " exploded the ratings and became a hit. Such radical changes attracted a new, more solvent audience aged 14 to 44. According to TNS, the rating of the new channel doubled in Russia.

When is rebranding needed?
There are a number of prerequisites that indicate that it is time to rebrand:


The market situation is changing. Competitors are updating their image and taking away part of the audience.

Negative feedback comes from customers or partners about the quality of products, service or appearance of goods.

The brand has become obsolete and has lost most of its audience.

The target audience has changed (their interests, needs, views, etc.).

The brand has lost its uniqueness canada consumer email list among its competitors.

The brand suffered a reputational blow.

Comment

Denis Domrachev, former brand manager of Anabar, participated in the development of VkusVill’s brand strategy.

Rebranding is not always the case. Changes can make the situation worse when the company/product:

strong image. If a company has a strong reputation, rebranding can confuse or alienate customers. Typically, companies do a soft redesign - cosmetically updating the logo and corporate identity.
there is no strategy. When rebranding is done “because they want to” without research and analytics and a clear marketing strategy.
Frequent rebranding. Constant change indicates instability and undermines trust.