What’s the Difference Between Rebranding and Repositioning?

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What is Rebranding?

Rebranding is gaining greater popularity each day as it involves shedding a previously failed or negative image. It helps unsuccessful brands get another chance.

The rebranding also helps brands that face a lot of competitive pressure to give themselves a fresh start in a sense.

Rebranding, in short, is the change of a brand’s identity. It is done by changing the elements that make up the brand’s identity such as the name, logo, fonts, and taglines. The identity change can also take place during brand repositioning.

Rebranding usually works for the brands offering packaged goods. In business-to-business marketing, rebranding alone does not always work. The main reason lies in the fact that B2B marketing is not successful with advertisements, with a 30-second duration package design. It is the relationships and actions that a business performs that constitutes as B2B marketing.

If your company is B2B and you pass the task of rebranding to an online marketing agency, your company would have a new image before you know it. However, people usually think that rebranding takes away any present negative image and makes the target customers buy their products. This does not always happen.

Why? Changing the packaging of the offered products does not change the quality of the product itself. Take note that customer satisfaction solely depends upon the quality of products and not the wrapping and numerous rebranding strategies.

Repositioning a Brand

Repositioning pays greater emphasis when it comes to changing what thoughts customers associate with brands.

This involves changing the brand’s promises, its overall personality in the market, and image.  The taglines change to communicate the new guarantees and claims regarding the brand’s products.

Also, the identity of the brand is updated or refreshed to make the repositioning process effective. However, not all repositioned brands end up with a new identity in the market.

The reason behind the ineffectiveness of repositioning is that the brand name does not change and neither does the other identifiable elements except for the tagline, icon and colours.

Another name for brand repositioning is a strategic brand alteration. Also, keep in mind that repositioning requires more effort and carefully formed strategies as compared to rebranding.

It revolves around the identification of the right markets and the right positioning. Also, it requires the implementation of the right actions to make the company dominant in the market and the alignment of staff and service offerings. Furthermore, repositioning involves the company’s delivery of its identification and integration of new practices. This helps them to differentiate the company from its previous image.

Still confused by what rebranding and repositioning are?

Rebranding is changing the wrapper of a gift while repositioning is the process of ensuring that the gift and the wrapping are new, and catering to the recipient’s needs. If the gift is good and wrapping is not, it still works better than the proper wrapping and a poor gift.

Before you spend huge sums of money on embellishing the outlook of the brand and rebranding it, make sure you have identified the problems areas.

You can also explain the difference between rebranding and repositioning by considering the brand as a person. If a person rebrands him or herself, they change their looks, get a new haircut and even lose unwanted weight.

However, when a person repositions itself, they tend to change their attitude or behaviour. The type of strategy you should use for your company depends upon the condition of the company in the market. The two techniques together can be used to achieve the long-term goals.

Are you looking to give your company’s online reputation a boost? Contact Edkent Media to see how our services can solve your company’s problems.

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