What it means in plain language
Rebranding is a planned change in the way a brand is presented, which may include strategy, name, visual identification, communication language and customer experience.
Where it genuinely helps
Rebranding changes how a brand is recognised and understood; it is more than a new logo and should answer a real change or problem.
What to decide before acting
Study existing brand equity, name what remains and plan migration across touchpoints, documents, domains and communication.
How to tell whether it works
Measure recognition, customer confusion, rollout consistency, branded search and sales before and after change.
