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.