Reach a new level of development. When a company expands its target audience and the old logo no longer fits the scale of the brand, as happened with Amazon. The company started as an online bookstore, but gradually expanded its range and began selling household appliances, household goods, CDs, and computer games.
As the organization grew, we decided to create a logo that would reflect the diversity of our products.
The arrow resembles a welcoming smile and indicates that the company provides products and services from A to Z.
Correct a negative reputation or mistakes. This is what S7 had to do. In 2004, the management wanted to enter the international market and take some of Aeroflot's customers away. To this end, they changed the name "Siberia" to S7 and repainted the planes bright green. But in the midst of the rebranding, terrorists blew up two of the company's canada consumer email list planes. All comments about the disaster were published with the old brand name. On a specially created website for the disaster, only the name "Siberia" was mentioned so as not to reinforce negative associations with the new name.
Show merger. When two large companies merge into one and therefore change their logo or advertising strategy to reflect these changes, as happened with M.Video and Eldorado.
Stages of rebranding
Where to start rebranding:
With the help of surveys, marketers study how customers feel about a brand, why they choose a product, what they value in it, and whether there are any complaints about it. For example, the product itself may suit the consumer, but problems with online delivery may influence the decision.