Rebranding is confusing. Yet there are a number of brands out there, big brands, that announce they are well on their way to rebranding. It makes branding sound like a house renovation of sorts. If “branding is the consistent delivery of the brand promise, which generates the integrity that makes the brand,” how can there be such a thing as rebranding? You either understand the concept and meaning of branding or you get confused. Unfortunately, confusion reigns.

Maybe these companies are merely repositioning their products and services, which is another story altogether. Many brands reposition to gear up or down shift to an alternative market. This may be to move up to a more premium status or to move down for pricing strategies, which may include innovative packaging, advertising and promotions. To reposition upward is to put a premium on the products, which may comprise higher pricing and more attractive and expensive packaging.

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