It's official: we are in business in Bangkok. Since rebranding, our business strategy includes a renewed focus on Asia-Pacific, including expansion within the region.
Project: When a leading national, family-run fit out, maintenance and property services company decided to rebrand its business in favour of a more relaxed, friendly and ‘approachable’ professional image, E=MC2 Public Relations managed the regional and national communications to ensure the company’s clients, suppliers and competitors knew about the business’s new look, feel and friendly customer approach.
When the student has to investigate a certain case of rebranding, he will have to learn about the strategy a lot in order to be able to explore the case from all sides. A successful case study is supposed to contain a detailed description of the case site and the problem related with rebranding of the chosen firm. The student is expected to analyze the company’s position on the market in order to evaluate the problem objectively and define the pros and cons towards rebranding. Having evaluated the cause and effect of rebranding, the student will be able to solve the puzzle adequately and demonstrate his knowledge.
The process of rebranding starts from the marketing auditing which is supposed to measure the recognition of the brand, define its strong and weak sides and plan the strategy of alteration. The next step is the repositioning of the brand or the change of its major characteristics. The following step is restyling, which changes the image of the brand visually. Finally, there is inner and outer communication which informs customers about the qualities the product possesses. Rebranding is a natural policy which touches upon every brand. Nearly every 10 years every company tries to change the image of its brand and attract new customers and occupy the more favourable position on the market.
Naturally, the process of case study writing requires efforts and patience and if students do not know how to prepare their assignment correctly, the smart piece of advice of the Internet will be at hand. The student is able to use a free example case study on rebranding Skoda and see the way of the successful organization of the text. It is not a secret that one can borrow the advice of a free sample case study on Vodafone rebranding and complete his own logical paper.
Branding, Rebranding, Corporate rebranding, Logo, Integrated marketing communication, Marketing communication, Banking, Union bank of India, Axis Bank, HDFC Bank, ICICI Bank, SBI
The case will help the students:
» Understand the issues and challenges in changing an already established brand (new brand name or logo, rebranding)
» Understand the importance and role of the media in integrated marketing communication.
» Understand how the positioning of an existing brand can change with the successful implementation of integrated marketing communication strategies.
» Discuss and debate whether change of an existing brand name or logo or a brand extension is a good move by an established brand like Union Bank of India.
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However, some marketing experts viewed this entire episode as having the potential for brand dilution as they did not see any need for such a rebranding exercise. This case is meant for MBA/BBA students as a part of the Brand Management/ Marketing Communication curriculum.
Rebranding is the active marketing strategy which includes numerous efforts aimed at the alteration of a brand or its major component: logo, name, slogan, visual decoration, image, etc with the purpose to improve the attitude of the customers towards the company and its production.
This case study is about the rebranding exercise adopted by the Union Bank of India as part of its 'Nav Nirman' initiative. This involved a change in the bank's logo and repositioning Union Bank as a customer friendly and modern techno-savvy bank in India. The case also studies the role of the media campaign in this exercise. The bank decided to change its logo to represent the customer friendliness and technological advancements in its operations in September 2008. It contended that the change of logo and the media campaign to communicate the change would result in an increase in its customer base and more profit by creating satisfaction and loyalty among customers.
Rebranding is the policy which is aimed to change the ideology of the brand and reveal its hidden potential. When the company practises rebranding, it is understood that it has survived numerous changes and improvement of its production. There are two major components which guarantee the success of rebranding: restyling and repositioning of the brand. Successful rebranding is supposed to help the company develop further and join the next level of the market attracting new clients and keeping the existing loyal customers. The major aims of rebranding are the increase of the customer loyalty; differentiation of the brand; increase of the circle of clients.
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