Branded Merchandise News

Re-branding 'should be in response to customer needs'

Logos to go on branded and corporate gifts should only be redesigned when the customer demands it, according to New Zealand website Stuff.

All too often, re-branding is driven from inside the company, which perceives that it needs to change its image, rather than as a response to customer need.

In Britain, a good example of this is the Royal Mail's re-branding to Consignia, which received vast numbers of complaints, confused customers and was ultimately abandoned.

Remaining "modern" is a reasonable excuse for altering a brand's image but, according to Stuff, unnecessary re-branding can "invite cynicism from customers, shareholders and the media".

Changing a brand's image can also make the logos on existing corporate or branded gifts look out-of-date or lead to a stockpile of such goods which can no longer be used.

And, according to Stuff, organisations can lose any positive associations they have built up with the existing brand.

Published:08-Apr-2008

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