South Asian Journal of Marketing & Management Research

Mubasheruddin Ahmed ¹

Affiliations
1 ITM Business School, Warangal, IN

Abstract

Branding exercise is the continuous and important element. Managing brand provides an edge to beat competition and stand with distinction among the existing brands. Branding is a challenge in a present scenario as market is dynamic, rise in awareness of customers. When brand over a time fades its presence, sales decline force the companies to think about rebranding. Rebranding is change in name, term, logo or sign to give a new look and revive in the market. Present paper tries to look into the importance of rebranding and exercise of the companies made for rebranding. It is found that companies tried for rebrand to keep pace with changing trends and customer needs, to connect with new customer groups, when new product ranges extended or launched.

Keywords

Brand, Branding, Logo, Rebranding, Slogans, Trademarks.

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