Rebranding - A Business Imperative

Abstract

Branding has become a sought-after marketing exercise. Various aspects of branding have been sincerely and scrupulously planned and implemented by the corporate managers as they are convinced that their brands are the only lifelines of their businesses. With markets becoming more competitive than ever before, the managers are experiencing multi-dimensional attacks on their brands from competitors. At the same time, customer's preferences are changing faster than ever before and they are looking for newness in various brands they have been using over a period of time. Increased market dynamics are compelling the firms for restructuring themselves in the form of mergers&acquisitions, redesigning the organisation structures, adapting the modern management techniques, etc. And one of those latest practices is Rebranding. Its seems the corporates are convinced about its applicability and are seriously pursuing this widely accepted and proven marketing practice.