{"id":34338,"date":"2022-05-19T09:09:46","date_gmt":"2022-05-19T09:09:46","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/rebranding"},"modified":"2026-09-30T10:42:15","modified_gmt":"2026-09-30T10:42:15","slug":"rebranding","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/rebranding","title":{"rendered":"Rebranding"},"content":{"rendered":"<p><img decoding=\"async\" class=\"boxpad alignright wp-image-34247 size-full\" src=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2022\/05\/7-1.jpg\" alt=\"Rebranding\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2022\/05\/7-1.jpg 300w, https:\/\/www.arimetrics.com\/wp-content\/uploads\/2022\/05\/7-1-150x150.jpg 150w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><strong>Definition<\/strong>:<\/p>\n<p><strong>Rebranding<\/strong> is the planned process of redefining how an existing brand identifies and presents itself. It may affect its positioning, name, visual identity, voice, messages, value proposition, product architecture and experience across different touchpoints.<\/p>\n<p>It does not necessarily involve replacing all those elements or creating a brand from scratch. A change limited to appearance may be a redesign or restyling, whereas rebranding involves a <strong>strategic decision<\/strong> about the brand&#8217;s identity or meaning. It forms part of <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/branding\">branding<\/a>, but applies to a brand that already has a history, recognition and associations among its audiences.<\/p>\n\n<h2>Scope of rebranding<\/h2>\n<p>The scope depends on the problem to be solved and the assets affected. Rebranding may be <strong>partial or comprehensive<\/strong>, ranging from a positioning adjustment to a transformation that changes several coordinated dimensions:<\/p>\n<ul>\n<li><strong>Positioning:<\/strong> Reconsiders the category, value proposition, distinctive attributes or relationship with particular audiences.<\/li>\n<li><strong>Name:<\/strong> Reviews the main name, product brands or their organisation. <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/naming\">Naming<\/a> is one possible part of the process, not a requirement.<\/li>\n<li><strong>Visual identity:<\/strong> May update colours, typefaces, symbols, the graphic system and the <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/logo\">logo<\/a>.<\/li>\n<li><strong>Verbal identity:<\/strong> Defines tone of voice, messages, narrative and criteria for naming products or services.<\/li>\n<li><strong>Experience:<\/strong> Carries the brand promise into the product, support, spaces, digital environment and communications.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/corporate-identity\">Corporate identity<\/a> brings together an organisation&#8217;s visual and verbal expressions, but rebranding may also affect the <strong>brand strategy<\/strong> that gives them meaning. Changing a symbol without reviewing that relationship can produce an aesthetic renewal without a substantive brand change.<\/p>\n<h2>Reasons for rebranding<\/h2>\n<p>The age of an identity is not sufficient reason to change it. There should be a <strong>specific need<\/strong> that can be explained and tested, such as the following:<\/p>\n<ul>\n<li><strong>Strategic change:<\/strong> The company changes its activity, value proposition, business model or priorities.<\/li>\n<li><strong>Merger or acquisition:<\/strong> Several organisations need to decide which brands to retain, combine or retire.<\/li>\n<li><strong>New audience:<\/strong> The brand is no longer clear or relevant to the <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/audience\">audience<\/a> it intends to reach.<\/li>\n<li><strong>Expansion:<\/strong> Entry into other markets, categories or channels reveals problems involving meaning, pronunciation, architecture or cultural adaptation.<\/li>\n<li><strong>Fragmentation:<\/strong> Growth has produced names, designs and messages that are difficult to recognise as parts of the same system.<\/li>\n<li><strong>Practical limitation:<\/strong> The identity performs poorly in digital formats, lacks accessibility or does not adapt to current media.<\/li>\n<li><strong>Reputation problem:<\/strong> Existing associations hinder trust, provided that the visual change accompanies verifiable changes in conduct or the offer.<\/li>\n<\/ul>\n<p>Rebranding cannot by itself fix a poor product, a bad experience or a crisis. If the <strong>cause remains<\/strong>, the new identity may be perceived as superficial and further damage the brand&#8217;s <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/online-reputation\">online reputation<\/a>.<\/p>\n<h2>Rebranding process<\/h2>\n<p>The process combines research, brand decisions and design. Before producing final assets, it is necessary to establish <strong>what should change<\/strong> and which recognisable assets remain valuable:<\/p>\n<ol>\n<li><strong>Diagnosis:<\/strong> Reviews strategy, identity, architecture, perception, competition, experience and consistency across channels.<\/li>\n<li><strong>Research:<\/strong> Gathers evidence from customers, employees, partners and other audiences using methods suited to the project&#8217;s scope.<\/li>\n<li><strong>Strategy:<\/strong> Defines purpose, positioning, value proposition, personality, audiences and criteria for decision-making.<\/li>\n<li><strong>Development:<\/strong> Creates and compares routes for the name, visual identity, voice and messages without assessing each element in isolation.<\/li>\n<li><strong>Validation:<\/strong> Checks comprehension, differentiation, accessibility, technical feasibility, legal availability and possible cultural interpretations.<\/li>\n<li><strong>Planning:<\/strong> Prepares the transition, asset inventory, responsibilities, timetable and rules for use.<\/li>\n<\/ol>\n<p>Studying competitors helps identify category conventions and opportunities for differentiation, but it does not turn their aesthetics into a template. <strong>Internal participation<\/strong> and customer listening provide context; final decisions should follow the strategy rather than a standalone vote on visual preferences.<\/p>\n<h2>Rebranding implementation<\/h2>\n<p>Implementation turns the approved system into a consistent experience. It requires locating every occurrence of the brand and coordinating the change across <strong>all relevant touchpoints<\/strong>:<\/p>\n<ul>\n<li><strong>Owned assets:<\/strong> Website, applications, domains, social profiles, offices, vehicles, documentation and sales materials.<\/li>\n<li><strong>Product and service:<\/strong> Packaging, interfaces, catalogues, signage, support and transactional communications.<\/li>\n<li><strong>External systems:<\/strong> Directories, distributors, marketplaces, media, advertising platforms and third-party listings.<\/li>\n<li><strong>Organisation:<\/strong> Training, templates, guidelines, permissions and people responsible for maintaining the identity.<\/li>\n<\/ul>\n<p>The <strong>transition<\/strong> may take place on a single date or in phases, depending on costs, dependencies and the risk of confusion. For a period, it may be necessary to link the former identity explicitly with the new one. Brand guidelines, master files and version control reduce incompatible uses after launch.<\/p>\n<h2>Rebranding evaluation<\/h2>\n<p>Evaluation compares the results with the problem and objectives defined at the outset. Metrics need a <strong>baseline<\/strong> and a sufficient observation period to separate the effect of the change from other campaigns or business variations.<\/p>\n<p>Measures may include brand recognition, understanding of the positioning, spontaneous associations, consideration, employee and customer response, asset consistency and incidents during the transition. Branded searches, direct traffic, mentions and conversion provide <strong>complementary signals<\/strong>, but do not prove by themselves that rebranding caused a change.<\/p>\n<p>The <strong>main risks<\/strong> include losing accumulated recognition, confusing audiences, fragmenting the identity, infringing third-party rights or applying the change inconsistently. Rebranding creates conditions for a different perception, but its value depends on conduct, the offer and the experience supporting the identity presented.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Definition: Rebranding is the planned process of redefining how an existing brand identifies and presents itself. It may affect its positioning, name, visual identity, voice, messages, value proposition, product architecture and experience across different touchpoints. It does not necessarily involve replacing all those elements or creating a brand from scratch. A change limited to appearance [&hellip;]<\/p>\n","protected":false},"author":33,"featured_media":0,"template":"","encyclopedia-tag":[1329],"class_list":["post-34338","encyclopedia","type-encyclopedia","status-publish","hentry","encyclopedia-tag-brand-strategy"],"_links":{"self":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia\/34338","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia"}],"about":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/types\/encyclopedia"}],"author":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/users\/33"}],"wp:attachment":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media?parent=34338"}],"wp:term":[{"taxonomy":"encyclopedia-tag","embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia-tag?post=34338"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}