Rebranding Case Study: the pitfalls of undertaking rebranding strategies in the consumer domain
Datamonitor
October 29, 2009 SKU: DFMN2500521
|
|
Introduction
This case study on rebranding forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at while product rebrands are perceived to be a good way of invigorating a brand, they often end in failure, citing three examples, Vegemite's brand extension, Tropicana's new packaging and Cadbury's Dairy Milk megabranding.
Reasons to Purchase- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
|
- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- ANALYSIS
- Rebranding offers companies a way of reinvigorating a brand, but it poses the risk of alienating consumers
- Rebranding can involve a refresh, marriage or full rebrand
- Companies can learn from the mistakes of failed rebrands of the past and be inspired by successes
- Rebrands may be quickly rejected by consumers or phased out over a longer period due to consumer apathy
- Vegemite - crowdsourcing new name proved unpopular with consumers
- Tropicana - generic rebranding upset traditionalists
- Cadbury's Dairy Milk - its megabrand strategy is under review in favor of standalone brands
- Conclusion
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Figures
- Figure 1: There were few rebranded consumer product launches around the world in 2009
- Figure 2: Rebranding consumer goods has been successful for some firms and a failure for others
- Figure 3: Kraft has renamed its brand extension after public criticism of the original choice
- Figure 4: Tropicana has reverted back to its original style of packaging
- Figure 5: The evolution of the Dairy Milk Megabrand
- Figure 6: The Cadbury Dairy Milk Caramel brand has been repackaged so that the Caramel brand is more prominent, to reflect the standalone status of the Caramel brand
Share this report
Other tasks Related Markets Food Company Reports Free Alert Me service Receive bi-weekly email alerts on new market research Sign Up Today!
|
