The top ten reasons for rebranding

1. Mergers, acquisitions and demergers

For the most part, changes of business ownership, such as mergers, acquisitions and demergers, result in an immediate rebranding. The aim here is not only to make the change visible, but also to comply with legal requirements. In the case of demergers, the party that has split off is obliged to develop its own brand.

2. Repositioning

If implemented properly, a change to the positioning and brand promise of a company has major consequences for the organisation. Everything is adapted in line with the organisation’s new strategy and promise: its products or services, HR policy, customer contact, corporate identity, etc.

3. Internationalisation

In some cases, rebranding is necessary so that a brand can also be used internationally. This may be because the brand name is too specific to a particular country (e.g.: NS Internationaal, which has become NS Hispeed).

4. Changing markets

For some companies, changes in the market situation mean that their very existence comes under threat. The digitisation of society in particular is making it necessary for certain sectors to reinvent themselves.

5. Bad reputation

If a brand has a bad reputation and this is having a serious impact on its operating result, rebranding can ensure that negative associations with the brand are ameliorated or dispelled

6. Conflict with stakeholders

Developing a brand may in itself also lead to a rebranding. This may be because the new style is too similar to an existing brand, for example.

7. New CEO

A new CEO often brings a new lease of life to an organisation. This may result in (major) organisational changes that also influence the course the company takes

8. Outdated image

One of the most common reasons for undertaking a corporate rebranding project is modernisation.

9. Changing brand portfolio

Over the years, an organisation has to deal with the development and acquisition of numerous new brands

10. Further development of corporate identity

A few years ago, for the majority of organisations a corporate identity consisted of just a logo, a primary colour palette and typography.