Rebranding Case Study: the pitfalls of undertaking rebranding strategies in the consumer domain

DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Rebranding offers companies a way of reinvigorating a brand, but it poses the risk of alienating consumers 2
Rebranding can involve a refresh, marriage or full rebrand 2
Companies can learn from the mistakes of failed rebrands of the past and be inspired by successes 2
Rebrands may be quickly rejected by consumers or phased out over a longer period due to consumer apathy 4
Vegemite - crowdsourcing new name proved unpopular with consumers 5
Tropicana - generic rebranding upset traditionalists 7
Cadbury's Dairy Milk - its megabrand strategy is under review in favor of standalone brands 9
Conclusion 11
APPENDIX 13
Case study series 13
Methodology 13
Secondary sources 13
Further reading 13
Ask the analyst 14
Datamonitor consulting 14
Disclaimer 14
List of Figures
Figure 1: There were few rebranded consumer product launches around the world in 2009 3
Figure 2: Rebranding consumer goods has been successful for some firms and a failure for others 4
Figure 3: Kraft has renamed its brand extension after public criticism of the original choice 6
Figure 4: Tropicana has reverted back to its original style of packaging 9
Figure 5: The evolution of the Dairy Milk Megabrand 11
Figure 6: The Cadbury Dairy Milk Caramel brand has been repackaged so that the Caramel brand is more prominent, to reflect the standalone status of the Caramel brand 11