Re-branding
What is a real-life example of a failed re-brand?
Ex. Tropicana
What is co-branding also known as?
Also known as “brand partnership”
What is Mixed Branding?
A type of branding strategy in which a company creates multiple brand names to appeal to different market segments.
What is a brand extension?
When a well-known and respected brand from one product category is extended into other product categories
What is a slogan? - Give a definition and an example of one
A slogan is a short, catchy, and memorable phrase used in advertising or branding to share a company's identity, value, or mission.
Ex. "Just do it" - Nike
What is re-branding?
Changing a brand name, logo, or image of a product or company.
What is co-branding?
A marketing strategy that utilizes multiple brand names on a good or service as part of a strategic alliance
What is mixed branding also known as?
Also known as “multi-branding”
What is an example of a company that has a brand extension? What does the company originally sell and what is different about their brand extension line?
Ex. Cheetos (snacks, and Cheetos (lip balm)
What is a brand?- Give a definition and an example
A brand is the reputation, feeling, or public perception that people associate with a company, product, or person.
Ex. Apple
Why do companies re-brand?
Companies rebrand when their existing identity no longer matches who they are, who they serve, or where they compete
What is a real-life example of a co-brand?
Ex. Adidas & Kanye, Doritos & Tacobell, Apple & Nike
Why would a company choose to use mixed branding?
Reaching new audiences, diversifying risk, wanting to sell products at different prices, overcoming Negative or outdated reputations
What is a brand extension also known as?
Also known as “brand stretching”
What is a logo? - Give a definition and an example of one
A logo is a visual design, symbol, or graphic mark that a company, organization, or brand uses to identify itself and help people recognize its products or services.
Ex. Nike swoosh
What is an example of a company you would rebrand and why? What would you change, and why?
Ex. I would rebrand Instagram because their logo has been used for a while now and is outdated, to appeal more to their current customers they should change their app look and make it more aesthetic
Why do companies co-brand?
Companies co-brand to combine their strengths, expand their reach, and create unique value that neither could easily achieve alone.
What is the name of a PARENT company that uses mixed branding?
Ex. Procter & Gamble (P&G), Unilever, The Coca-Cola Company, L’Oréal, Toyota Motor Corporation, Volkswagen Group, Nestlé, Inspire Brands
Why do companies decide to make brand extensions?
Companies decide to make brand extensions to use an existing, trusted brand name to launch products into new categories or markets.
Customers feel more confident trying something new when it carries the name of a brand they already use and like.
What is the most successful brand in the world?
Apple
When/ why does re-branding fail?
Why/ when does co-branding fail?
Co-branding (or brand collaboration) fails when two companies join forces but create confusion, alienate their audience, or suffer from poor execution
Fails when the co-branded identity doesn't match the specific desires, age group, or cultural norms of the target segment
When the companies don't work well together and don't have a partnership in which each party is happy
What is the name of a company that is an example of a mixed brand (NOT a parent company)
Why do brand extensions fail?
Brand extensions fail when a company applies an existing brand name to a new product category where it lacks credibility, creates consumer confusion, or clashes with its core identity. Or when the new product is of a different quality (ex. much worse than the parent company)
Why is good branding important?
Good branding is important because it shapes how people perceive, remember, and trust a business, acting as the foundation for customer loyalty and long-term growth.