Rebranding is a marketing strategy in which a new expression is created for an existing brand with the intention of developing a new image in the minds of stakeholders, such as customers, suppliers, investors and employees. In most cases this includes radical changes to a brand's logo, naming, visual design, marketing strategy, and advertising campaign. During a rebranding the strategy is to intentionally reposition a brand and possibly to distance itself from existing negative connotations.

Rebranding often is needed when two or more organisations decide to merge. Also when a company decides to change markets, embraces a new technology, or intentionally wishes to attract new or different customers.

High-Risk Intervention

Rebranding is a high risk emotional intervention for the people concerned. In case an organisation decides to rebrand for sound strategic reasons, it is advisable to follow a conscious and structured process. 


BR-ND follows a rebranding process which includes all of these four steps.

1. Decision Phase

  • Committed leadership
  • Clear fact based rationale
  • Long-term vision

2. Development Phase

  • Sound research
  • Inventory of all brand carriers
  • Visual & verbal design scenarios
  • Strategic choices
  • Critical evaluation
  • Expertise
  • Legal checks

3. Implementation Phase

  • Accomodate internal sentiments
  • Physical/digital rebranding 
  • Communicate the change
  • Precise planning
  • Sufficient budget

4. Post-Rebranding Phase

  • Evaluate / research
  • Activate & load new brand

Rebranding Cases

BR-ND has experience with full rebranding operations for clients such as:

  • Merger St Antonius Ziekenhuis and Mesos
  • Relocation Bernhoven Ziekenhuis from Veghel and Oss to Uden
  • Merger of De Telefoongids and GoudenGids
  • Rebranding of KUONI to TenzingTravel

For more clients we have supported with rebranding and brand development click here.