RE-BRANDING EXPLAINED
Understanding Re-Branding: A Strategy for Market Acceptance
Re-branding is the strategic process of changing the name, logo, visual identity, or messaging of an existing product or company to enhance market acceptance and recognition. This practice is often used when a product struggles to connect with its target audience due to factors such as outdated branding, negative associations, or shifting consumer preferences. By adopting a new identity, businesses can reposition themselves, attract new customers, and regain competitive advantage.
Local Examples of Successful Re-Branding
In Pakistan, some cars are sold under different brand names due to partnerships, rebadging, or local manufacturing for better marketing. Here are a few examples:
Suzuki Alto & Nissan Pino – The Suzuki Alto has been rebadged as the Nissan Pino in some markets, though in Pakistan, the Alto remains under Suzuki's branding.
Toyota Passo & Daihatsu Boon / Daihatsu Sirion – The Toyota Passo and Daihatsu Boon or Daihatsu Sirion are essentially the same car, with few differences in branding &features.
FAW V2 & Toyota Vitz (Older Models) – While not an exact rebadge, the FAW V2 shares similarities with older Toyota Vitz models.
Prince Pearl & DFSK Glory – Prince Pearl is manufactured by Regal Automobiles in Pakistan but is based on DFSK’s designs.
Daihatsu Mira Rebranded as Toyota Pixis Epoch & Subaru PLEO One great car, marketed by 3 different brands.
Original Car is Daihatsu Mira, which is also being sold by Toyota and Subaru for them to get their market share from the customers you like to buy their favorite brand Toyota or Subaru.
Re-branding is not merely a cosmetic change for better market acceptance—it is a strategic decision that requires thorough market analysis, consumer perception studies, and careful execution to ensure long-term success. That is the reason that Fire Stop Fire Extinguisher is being Rebranded as Fire King. Customers must understand that it is just another way of helping them consider a product which they did not before with the earlier name. Fire King is adding value by putting how to use stickers because the fonts on the can are so small, people might not know how to use it and in case of emergency, the product could not be used. More over for better marketing , Fire King is appointing dealers for this product which Fire Stop is not doing. Currently a new Channel Partner is onboard to develop Partners all over Pakistan, their name is Radiant International Technology Consultants, based in Karachi.
International Examples of Successful Re-Branding
1. Pepsi’s Transformation from Brad’s Drink
In 1893, Pepsi was originally launched as "Brad’s Drink." However, to increase market recognition and appeal, it was rebranded as Pepsi-Cola in 1898, emphasizing its refreshing qualities and cola-based formulation. The name change helped Pepsi gain widespread popularity, eventually making it a global competitor to Coca-Cola.
2. Google’s Evolution from BackRub
Before becoming the world’s leading search engine, Google was initially named BackRub in 1996. Recognizing the need for a more catchy and marketable identity, the founders changed the name to Google, inspired by the mathematical term "googol," representing massive quantities of information. The re-branding contributed significantly to Google’s dominance in the digital world.