This post service is inspired past times my learned Twitter friend @vijaysankaran when he queried nearly my regard nearly the build refresh past times Raymond. I was to a greater extent than familiar alongside Re-branding together with non refresh which atomic number 82 to to a greater extent than learning nearly this term.
Brand refresh is a term that signifies slight modification of the build ( or build elements). Radical modification or modify of build elements implies re-branding.
Refreshing of build commonly happens nether next conditions
- The build is perceived to survive old.
- Brand is trying to appeal to a novel segment , for instance younger crowd.
- When at that spot is a modify inward the build positioning.
- When at that spot is a shift inward the characteristics of the TG.
- When the build elements involve modernization .
- When the build launches products inward other categories ( Brand Extensions)
- When yous experience consumers are bored alongside the brand.
- When nada else tin survive refreshed !
Brand frequently produce these refreshing past times slightly tweaking the logo/color/tagline /positioning etc but every bit per the theory , radical changes inward the build elements are entitled to survive called every bit Re-branding. Hence at that spot is alone a sparse deviation betwixt re-branding together with refreshing.
As the term implies, refreshing build gear upwards feel particularly when i cannot build whatever radical changes inward the product. For example, for products similar softdrinks, the production attributes remains the same together with alone affair that tin survive changed are the build related attributes similar taglines , slogans etc.
Brand refresh tin survive done by
- New campaigns
- Changing taglines together with slogans ( or introducing a tagline )
- Introducing or changing imagery
- Changing the protagonists inward the campaigns
- Introducing build extensions
- Introduce a build chemical ingredient which was non at that spot earlier .
- Re-positioning
- Re-targeting
My accept on this term is that what e'er activities that marketer undertake to build gear upwards fresh without radically affecting the build elements tin survive termed every bit build refresh. One article rightly compared Brand Refresh to a Makeover. ( source ).
