Rebranding

Rebranding is undertaken when a company needs to update its identity in order to keep up with a changing market.

Examples of successful rebranding campaigns

• FedEx - formerly Federal Express

• Exxon - formerly Esso. Identity was changed to represent the company's many holdings and to incorporate the stronger "x" sound

• US Airways - formerly USAir - as the company became a national and international carrier, studies showed the word "air" was associated with commuter airlines.

Inventing a company name

• The name should be appropriate to the client's product or service

• it should communicate the client's spirit or personality

• it should be memoreable and creative That is: edgy, funny, sweet, clever, colorful, or whatever makes sense for the product or service

• the name should convey the product or service's unique selling point

• the name should have a long life span

• if a company is national or international, the name should reflect that status

• if the brand is international, the name should be adaptable to foreign markets

• keep in mind any brand extensions, that is new products with the same brand, for example the variety of Arm & Hammer prooducts including baking soda, toothpaste, deodorant and cat litter

Gallery

	FedEx
	Exxon
	US Airways

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