Blog Post 8: All About Rebranding Projects

All About Rebranding Projects

Recently discussed in my Marketing class, the process of rebranding a company really caught my attention. There are many reasons why companies might decide to rebrand including reputation, relevance since the world is always changing, and to stand out from competitors

AT&T:

Back in 2010, AT&T set out to rebrand their company. Their reasoning was to attract more to people taking on the digital age lifestyle. Their rebranding project resulted in a new slogan, “Rethink Possible” and a new logo. Through the new slogan, the company feels like it is expressing its values as well as communicating to consumers.  Although the company is still using the logo from 2010, the slogan has been changed recently to “Mobilizing Your World”. The change happened again for the same reason, remaining relevant in today’s world.  

Applebee’s:

I don’t know about anyone else but I feel as though every time I go back to Applebee’s something has changed. Back in 2007, the company had a nearly complete makeover, which included a new logo, newly designed restaurants and new uniforms. The company has used a handful of slogans that I can remember. First, “Eatin’ good in the neighborhood”, then “Together is good”, followed by “There’s no place like the neighborhood”, and most recently, “See you tomorrow”.  Applebee’s is in a competitive market with other casual dining restaurants and staying new and unique has helped them to succeed.

UPS:

A less recent but still incredibly successful and relevant rebranding project is that of UPS. Back in the 90’s, and still today, UPS competed with FedEx as well as the Postal Service. By introducing their slogan, “What can brown do for you?” and recreating their logo to be more eye catching and modern, UPS saw great gains in their profit margins.

Price Chopper:

Less than a month ago, Price Chopper announced that they would be changing their name to Market 32. Although it will take more than 5 years to renovate all of the stores, the company has already begun a handful of renovations. The company’s goal for this project are to have a name that better reflects their strengths, and the improvements that they plan to continue to make.