WHERE IS YOUR BRAND?

?REASONS COMPANIES REBRAND

> INTERNAL FACTORSOWNERSHIP-STRUCTURE

• Merger/acquisition

• Divestiture/spin-off

• Bankruptcy

• Recent IPO (private goes public)

STRATEGY

> Directional Change

> Diversification of Products and Services

> Entry into new markets

> EXTERNAL FACTORSCRISIS/LEGAL

• Bankruptcy

• Disaster

COMPETITIVE POSITION

> Outdated Brand Image

• Reputation

• Market changes

!OREVOLUTIONARY

REVOLUTIONARY

REBRANDING

BEFORE

AFTER

EVOLUTIONARY: FEDEX

BEFORE

AFTER

REVOLUTIONARY: PHILLIP MORRIS

CHANGE IN AESTHETICS + MESSAGE

CHANGE IN NAME + POSITIONING

MAJOR CHANGES

MINOR CHANGES

MAJOR CHANGES

Evolutionary Rebranding

Revolutionary Rebranding

EVOLUTIONARY OR REVOLUTIONARY: MAJOR OR MINOR

VS

BRANDED HOUSE

HOUSE OF BRANDS

BRANDED HOUSE: FEDEX BRAND STRUCTURE

BRANDED HOUSE: FEDEX KINKOS ACQUISITION

HOUSE OF BRANDS: NEWELL RUBBERMAID

NEWELL CONSUMER NEWELL PROFESSIONAL NEWELL BABY

CHANGE IN MARKETING AESTHETICS

CHANGE IN NAME + POSITIONING

NEWCO

MAJOR CHANGES

MINOR CHANGES

MAJOR CHANGES

Evolutionary Rebranding

Revolutionary Rebranding

EVOLUTIONARY OR REVOLUTIONARY: MAJOR OR MINOR

THANK YOU