Chapter 16

Revitalizing Your Brand with a Full or Partial Makeover

In This Chapter

arrow Evaluating your need for a brand update

arrow Aligning your brand to current tastes, times, and market conditions

arrow Launching your revitalized brand

As you open to this chapter, the word rebranding is probably on your mind, but chances are good that revitalizing better explains the brand revision you’re looking for.

Rebranding is the go-to term that marketers use when they talk about updating their brand identities and reputations. It involves basically erasing your current brand identity (along with much of the considerable value that goes with it) and starting the brand-development process all over again, following all the steps explained in this book.

Sometimes rebranding is called for (like following a major acquisition, a major image disaster, a merger, or a major change in business direction). For example, Phillip Morris rebranded itself as Altria to distance itself from the reputation of a tobacco company and Malaysia Air began talking about a rebrand after back-to-back air tragedies in 2014. More often, though, brand owners aren’t in need of rebranding. Instead, they seek brand revitalizations to ...

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