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Rebranding Case Study: the pitfalls of undertaking rebranding strategies in the consumer domain

Published by: Datamonitor

Published: Oct. 29, 2009


Table of Contents


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

Abstract

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
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  • Identify specific areas for operational improvements
  • Capitalize on the knowledge of experienced companies when entering a new niche or market


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