Rebranding: A Logical (and Possibly Risky) Plan for Many Mature Brands. Rebranding is a major strategy for many mature brands. Some brands make minor changes while others change a wide variety of marketing mix factors. Some brands slowly make the changes over an extended period of time while others seek maximum impact by making many changes at the same time.
Your assignment is to write a manuscript where you (a) provide a list of 4 to 6 rules to follow when a brand considers rebranding as a major change. Your list should be provided in priority order and you need to clearly explain / justify your proposed list. Your document should also address some specific issues that are seen in many rebranding situations, such as: (a) logo change, (b) product change, (c) pricing change, (d) change in advertising message, (e) change in advertising media, and (f) other changes. When addressing these items provide examples where these changes were a part of a successful rebranding program.
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