Rebranding is changing a brand’s name, logo, or a structural change in the brand identity. Rebranding is corrective; the only reason to rebrand is to solve a problem. A substantially new brand identity allows new opinions to form.
The Interbrand report is out and they have identified some trends. Brands that have grown are willing to change business models, put the customer as CEO, and make sure customer value and the brand are at the forefront of the company culture. But the report lacks a broader context, and niche / influencer brands are a growing presence in people’s lives.