PRESENTED BYAHMAD AFIDZ BIN MOHLISIN

MASWADI BIN AZIZMUHAMAD SHAHRULFITRI BIN MOHD SULAIMAN

NUR AMIRAH AQILAH BINTI FAISALNUR SHAIKHAH AKMAL BT ABDULLAH

SITI SYAFIAH BINTI ABD MALEKSYAMIMI HAMIZAH BINTI SHIHAIMI

“REBRANDING”GOOD OR NOT?

PREPARED FORMADAM WAN HASMAT & BELOVED 5D

INTRODUCTION

What is Rebranding?Marketing strategy of a new name, term, symbol, design, slogan, for an established brand.New identity for a same product.Different identity in the minds of consumers, investors, and competitors which from the same industry or else.

Why firm should Rebranding the product?To stay up to date with society and often due to losses in market share.To create a loyal customer bases and a continuous stream of income for the firm representing the brand.Willing to change to become more competitive and being more uniqueness.

DEBATECOMPETITION

PANNASASTRAUNIVERSITY

TAYLORSUNIVERSITY

VS

ADVANTAGES OF REBRANDING

Stay currentDifferentiate a business from other competitorsReflect a change in the type of products that a business sells.Technological advance Connect with new demographics

DISASVANTAGES OF REBRANDING

CostImpersonal and Create Confusion to the CustomerImage of The CompanyTimescaleChange in Advertising Themes and Strategy, Public Relation

FACTORS OF REBRANDING

CONSUMER INNOVATIVENESS- more receptive to new ideas and changes - willing to try new brands ( less risk averse)

BRAND LOYALTY - Loyal customers seem to be more tolerant towards the changes

IMPROVEMENT IN CUSTOMER-BASED BRAND EQUITY- Behavioural intentions-react more favourably to the marketing

activities- Brand associations indicators of rebranding effectiveness,

improve the strength, and uniqueness

FACTORS OF REBRANDING

SALES AND PROFITS WERE DECLINING- product had become tired and needed to be refreshed- reach out to a different demographic

DECISION TO REBRAND GENERALLY CAME FROM TOP MANAGEMENT

- new management- total management overhaul

COMPANY IS INVESTING IN TOO MANY BRAND EXTENSIONS

- Used too many of its resources without helping any of its brands reach their full potential.

PROJECT RUNAWAY

OLD NEW

EXAMPLES OF COMPANY

OLD NEW

OLD NEW

OLD NEW

CONCLUSION

Rebranding is a new beginning.

To attract more customers and an effective way to draw in more desirable employees.

Thus, this rebranding has a good and bad for

companies.-can gain competitive advantage, stimulate growth, long term market expansion, mission-customer does not recognize the brand anymore

CONCLUSION

Company or products need to determine their mission about rebranding strategy.

Rebrand must be done in some phases, this is because to ensure the old customer would be left wondering what happened to the brand that they loved.

THE END