Some reasons for a company to implement a marketing strategy like rebranding could be to:

  • Better connect with consumers
  • Improve their reputation or image
  • More accurately align the brand’s value proposition with changes related to  company growth
  • Adapt to a new vision or change in management

Here’s an example of how Google rebranded their logo over time:

There are two forms of rebranding: proactive rebranding and reactive rebranding.

Proactive rebranding is a strategy-driven form of rebranding that is carefully planned. Alternatively, reactive rebranding is a response to a serious issue or issues with the primary brand.