Changing market conditions and ongoing changes within business environment can lead to inconsistencies between the brand's long-term mission and the brand's vision. Consequently, they cause the need for rebranding which translates in corporations deciding on major or minor changes to the name, logo, slogan or other elements in order to change market positioning or to make only aesthetic changes. Rebranding is a very risky process, which needs to be well-considered as unsuccessful implementation can lead to a loss of market share, a loss of stakeholder confidence, or even a loss of a brand. The first step of the rebranding process is therefore to identify the reasons for the rebranding, followed by the establishment of measurable goals, the choice of a suitable rebranding strategy, and the precise plan of renovation with an emphasis on an in-depth analytical approach and proper communication. This kind of rebranding can have a positive impact on the success of the business and market value of the company, as well as its visibility. A case study of rebranding of the Olympic Committee of Slovenia - Association of Sports Federations shows in a structured way a visual identity change. It proves to be a successful example of good practice in terms of the achievement of its goals.
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