Comments on: Repositioning vs. Rebranding

By: Abhimanyu

Abhimanyu — Wed, 17 Dec 2014 00:31:52 +0000

Two things:
1) If Pepsi changes its logo and bottle shape, would you call it re-branding?
2) If it starts tasting differently (along with a different tagline), would it now mean repositioning?
3) Don’t you feel, going by these directions, rebranding makes way for repositioning? Or without rebranding, repositioning wouldn’t be as effective?

By: Carole Dupre

Carole Dupre — Mon, 01 Sep 2014 16:33:50 +0000

In reply to Brad VanAuken. Thank you for your response, Mr. VanAuken, and for clarifying your position on the term repositioning :) I agree it is more specific and clear than rebranding. Good or bad, however, rebranding is far more common as the catch-all term these days for updating a brand positioning and/or identity. You are most diplomatic in saying "perhaps" there are many organizations (and marketers) who do not understand the concept of branding. No doubt there are. The term "repositioning" is rarely heard or understood. And that's why resources such as this are essential and appreciated.

By: Brad VanAuken

Brad VanAuken — Wed, 27 Aug 2014 21:38:13 +0000

Thanks for your quick and thoughtful comments Rob and Carole. I mostly use the term repositioning. I seldom use the term rebranding because I believe it is less clear in its meaning. In every rebranding project I have ever seen, rebranding includes an identity change. Often, but not always, it also includes repositioning. For instance, I think US Airways would say it went through a rebranding project when it changed its name from USAir to US Airways, but as one of its customers I never detected a brand change other than in its visual identity. I can see where people could use rebranding in its broadest meaning to include both brand repositioning and an accompanying identity change. In fact, this would make more sense. However, I think some organizations use it in its more limited sense. Perhaps, this is because those organizations don’t really understand the concept of branding. Brand positioning changes, on the other hand, do not always include brand identity changes, although some sort of brand identity change would call attention to and help reinforce the brand positioning change. Maybe a better way to define rebranding is a project in which the brand’s identity is changed and, in its broadest sense, in which the brand is repositioned as well. Thanks for your contributions to this discussion.

By: Carole Dupre

Carole Dupre — Wed, 27 Aug 2014 19:48:11 +0000

Dear Mr. VanAuken,
I’m surprised by your explanation that “rebranding is an identity change.” In my experience, while serving in brand strategy and brand management roles for three “rebranding” initiatives, positioning was heavily researched and addressed, along with brand identity. Were the CMO’s I worked for incorrect, then, in calling these initiatives rebranding? Thanks for your help. Also, I’d like to thank you for the great information published regularly through this newsletter. Ever since I saw Derrick Daye a few years ago quoted in a news article about branding, Brand Strategy Insider has been my most trusted resource for brand strategy news, trends and advice.
Thanks again, Carole @caroledupre

By: Rob Rosenberg

Rob Rosenberg — Tue, 26 Aug 2014 23:19:26 +0000

Thanks for a great topic – re-positioning versus re-branding. The lines are thin, indeed. I disagree, however, that re-branding is merely a change of identity. It’s an entire strategy that attempts to achieve the goals of re-positioning – the two are intertwined. Trout and Ries established “positioning” as a goal – a place you want to end up your customer’s mind. Branding is the strategy to get there, including identity – yes, but also operational and cultural changes which support the brand promise.

If Person A loses weight, dresses differently, and changes his name, but acts exactly the same way – is it really re-positioning? Or just SSDD. Branding is about changing the behavior of an organization as well as its logo to be most effective.

My two cents. Thanks for bringing it up.