Rebranding is a response to an important marketing issue. Either the brand is facing new challenges or is not able to exploit new opportunities. Perhaps the brand image has become outdated and lost its relevance. It may have to reposition itself in the present context. Perhaps the brand must cater to the newly emerging segments. Maybe there is a decline in sales, though this could be attributed to multiple reasons.

Rebranding focuses on contemporising the brand image. It creates a modern brand identity. It is just not tinkering with the logo, package, colours, typography and slogan. It is not just a new ad campaign. It starts with the change in brand’s fundamental idea. It continues over a long period across  multiple consumer touch points.It involves change in the brand behaviour.

According to Harish Bijoor, each brand is dictated by the whims and fancies of its customers. Rebranding is a need for alignment in the life cycle of a brand. Hence companies like Godrej, Bajaj Electricals, Shoppers Stop and VLCC have changed their  appearance to reposition themselves in the new environment. The 112-year Godrej logo is now a vibrant mix of red, yellow and blue. Ceat has abandoned the rhino running next to its logo for the last 50 years to show a shift in expectations of the tyres — they were to bear load formerly, but are now expected to provide mileage, cushioning, speed and cost effectiveness per kilometer. Bajaj Electricals has a new logo indicating its multi-coloured profile. Shoppers Stop does not have now an apostrophe in its name, and the circle is replaced by a new classy box. The tag line has changed from shopping and beyond to start something new. VLCC’s new logo is green to highlight its association with natural products.