Topic: Branding

Selecting An Incremental Or Radical Rebranding Execution

Posted by Anonymous on 250 Points
I am working on a research project regarding rebranding exercises and my main focus is the appropriate selection of the level of change. I would like to know what determines whether to select a radical (revolutionary) approach/execution or a incremental (evolutionary) rebranding execution? Are incremental rebranding changes (slight change in logo, packaging, visual changes) being noticed and therefore worth doing?
To continue reading this question and the solution, sign up ... it's free!


  • Posted by Peter (henna gaijin) on Member
    The choice between making an incremental and radical brand change should be based on where the company wants the brand, and what the actual perception of the brand is in the marketplace. To know this requires market research.

    To me, branding is more than just the visual clues the company puts out (logo, packaging, etc.). It is all of the pieces which the customer sees/hears about the product, and the impression of the product which it forms in their mind. What you have experience when you bought it last time, what someone else told you about the product, what you hear about the company in the news, what happens when the customer calls for service or support, advertising, etc. Given this, just changing the logo or package to me often does little. Yet all too often when someone says they want to upgrade the brand, these are the steps usually talked about.
  • Posted by Blaine Wilkerson on Accepted
    I was in the middle of typing the exact same response as mbarber and peter combined so I fugured why not just say "Yeah! I agree with what tey said!"!

    Rebranding is a very sensitive and detrimental exercise and should only be executed to the level of necessity, as mbarber described.

    Good advice and Good Luck!

Post a Comment