Brand Repositioning is More than a Cosmetic Exercise

By Eazyhire Team
In Miscellaneous
Nov 23rd, 2015


A few days ago, an advertisement in a Pune newspaper announced the launch of a new mall. This surprised me, because there already existed a swanky mall in that area – with the same brand shops, the same play area and the same multiplex!

I later realized it was the same mall; just that the mall management had changed and were re-launching the mall with a new brand name! However, what was interesting that there was no mention of the mall’s old name anywhere. Maybe because that mall wasn’t doing very well – it hardly had any footfall. So carrying forward the negative image was something the new management decided against. The new branding portrayed the mall as a fun, cool, and a “happening” destination.

Sooner or later, the time comes when you, as an entrepreneur or a startup, feel that your corporate identity or product image is no longer up to par. There is a need to grab the attention of a stagnant market. The need to reposition yourself becomes apparent to stay modern, adapt a new strategy or promise or re-introduce yourself or your product in a new avatar.

Should one feel guilty about re-launching an old brand? No! Brands go through various stages of evolution and often need a face lift to improve sales, market share and profit. However, rebranding should not be a cosmetic exercise – new colour, new logo, new packaging and some new advertisements thrown in. Carry it out at a deeper level to create and sustain a competitive advantage.

Eazyhire Team

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