Among the various contents of this issue of the quarterly, the main case is devoted to rebranding.
Generations in the world have changed over time: silent generation, baby boomer generation, X generation, Y generation, and Cyber generation. Along with generations, brands also need to change their position and be updated. Rebranding is a serious requirement for brand survival. A brand that has been associated with the previous generation, if it does not want to grow old with the previous generation, it must redefine its position. The need for rebranding has led to the implementation of numerous projects around the world In Iran, we have also had rebranding projects, some of which have failed. Successful domestic projects include the rebranding of Melli Bank, Mellat Bank, Dey Insurance, and Saman Bank. In the 1950s and 1960s, major international brands rebranded after twelve to fifteen years, but more recently it has been a four- or five-year period due to rapid generational change and the rapid growth of different societies. Rebranding takes place according to the changing tastes of the audience, the community and the changes that have taken place, and the status of the staffs and activities of each organization. For example, when a bank’s staff becomes younger or their client generation changes, rebranding is necessary. At this time, if a brand does not recreate and rebrand itself every four or five years, it may lose its market. This change in position and strategy includes changes in product design, visual cues, text and written cues, production, pricing, warehousing, sales and distribution. I have had the honor of rebranding for many brands. Dey Insurance, which was ranked 13th in the insurance rankings and had a very low degree of credit and financial support, managed to reach the third place among the country’s insurances with rebranding and obtain the highest degree of insurance credit.
Another of our most attractive experiences in Badkoobeh is the fifty-year-old brand of Shahrzad tea, which could experience ten times more sale by rebranding. Of course, not all rebranding is successful. Shahrzad’s tea had a failed rebranding experience before working with Badkoobeh Creative Communication Solutions Company. Last year, we, Badkoobeh Creative Communication Solutions Company, also rebranded, which included visual changes, a new slogan (co-creating your story)and other details.
Google had an intelligent experience in international space, both in terms of design and in terms of providing services and communication programs and brand tone. On the other hand, GAP brand has experienced unsuccessful rebranding. About 70% of GAP sales reduced due to a strategic mistake in its design communication plan. Basically, successful rebranding is done by studying, researching and based on the awareness of the society and environment of brand, also within the brand and the needs of the brand audience.
The main reasons for the failure of repositioning and rebranding is that the managers and brand directors and decision makers are all from the previous generation, they do not list the new generation voice and they decide for the new generation by the assumption of the rightness of their thoughts and interests. Thus they cannot communicate the new generation.
After the last forty years, it is obvious that many brands in Iran and even the country and cities themselves need new way of thinking and new rebranding. Now is the time for brands to take a fresh look at the needs of their audiences.
I hope the rebranding file in this issue of the quarterly is useful for you and you can make a great and brilliant impact on your business and others and on brands rebranding.