Have you found that when consumers refer to your product with a different catch phrase than your product’s actual name? Do you find that consumers ask for a particular product with a shortened or different name than what you have branded it with? Then maybe it’s time for you to rebrand your product’s name.
One case of rebranding can be seen with the Radio Shack company. One of the original names was Tandy then they changed to Radio Shack and now have chosen to rebrand themselves as “The Shack”. According to the company…
Our customers, associates and even the investor community have long referred to RadioShack as ‘THE SHACK,’ so we decided to embrace that fact and share it with the world,” said Lee Applbaum, RadioShack’s Chief Marketing Officer.
If you do decide to go through the rebranding process, then there are a few things that you need to keep in mind for your product. The list below is the basic foundation for develop a rebranding process.
- Develop a new product brand packaging that caters to the consumers you are trying to reach with your rebrand.
- Assess what graphic you will need to have changed to represent your the rebrand for your product.
- Create a new marketing campaign that incorporates your rebrand efforts.
- Research your industry to make sure that you are not breaking copyright laws by rebranding to something similar to a competitor’s product.
As you go through the process of rebranding your product, these steps can help you get started with your rebranding campaign. In developing your rebranding campaign, remember to ask your consumer what they think about your product and for suggestions on how you should improve your product. Incorporating your consumers’ suggestions into your rebranding campaign can make a big impact because you will be rebranding according to their needs and suggestion about your product.