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Rebranding, restyling

The modern world is very dynamic: consumers are becoming more demanding, fashion is variable. What yesterday was innovative and trendy tomorrow is not perceived by audience. Therefore, companies should keep abreast being successful.

You need to constantly change, while not losing brand identity. The most popular update tools are rebranding and restyling.

Rebranding involves the possibility of positioning, logo and style change.

Restyling is usually limited to style and design change.

However, both tools have their drawbacks:

 dovgo Duration. Development, implementation and communication of the updated brand and style take much time and make it impossible to respond to market trends quickly enough and “skim the cream off”.
investytsiyi Investment. Regular brand and style update requires development and communication budget. Given the dynamics of the market, not every company can do continuous capital infusion into rebranding and restyling. Besides, it is fixed investment that must be paid back, whereas rebranding can be inefficient in terms of cost recovery. On the other hand, it is difficult to justify the usefulness of rebranding investment to leadership, as a product is sold now, whereas rebranding cannot guarantee the growth of sales. However, if there is no rebranding, the company will gradually lose its market share. The pitfall is that when a company has not kept pace with the market, it feels the consequences gradually rather than at once. Therefore, on the one hand, it is difficult to isolate the specific reason, and on the other hand, it is difficult to justify upgrade investment effect economically.
garantyya There is no guarantee of success. Any unproven stylistics and branding development is risky. There is no confidence in success.
An alternative tool that is widely used in the USA, Europe and Japan is the use of licensed brands in the form of co-branding.

How does it work?

 vy-analizuyete You analyze the trend and realize that it should meet new demands and expectations of consumers.
chysti-brendy There are “pure brands” on the market that can be leased by license. This can be cartoon brands (e.g. Teenage Mutant Ninja Turtles, SpongeBob, Masha and the Bear, Paw Patrol, Cossacks), art brands (e.g. GAPCHINSKA: Supplier of Happiness, Prima Maria: on the basis of Maria Prymachenko creations) or even popular television channels (e.g. MTV). Typically, the brands are the essence of emotions, cult and trends. Target audience likes them. A brand must be successful to become licensed, as equity of a licensed brand is very high. Therefore, brand holders invest significant resources in support of brand relevance and popularity. However, they bear all risks. Therefore, at the time of licensing you can analyze previously known brand popularity indicators.
sered-litsenzijnyh Among licensed brands you choose the one that best meets the new challenges of the market environment and enter into a license agreement.
brendy In addition to your own brand, you get the opportunity to integrate the stylistics of the licensed brand, using ready-made professional design solutions based on current trends. This allows you to refresh brand perception and respond to current market demand.

Feature instruments

pidboru-brendu

Expected result and guaranteed solution of business task in terms of proper brand selection.

shvydkist-reaktsiyi

Prompt response to market changes: you get a ready-made brand and stylistics with the necessary attributes for use immediately after signing the contract.

gnuchkist

Flexibility: in case of market change you can replace one licensed brand to another at any time.

vidsutnist-investytsij

Investment non-necessity: license fee is calculated as % of a product sold (royalty). So, you pay only after sale. It is much easier to assess the cost-effectiveness, since expenses are directly linked to sales.

bezkoshtovnyj-dostup

Free access to the best international expertise, as a licensed brand is dealt with by a great professional team that has experience on the markets of different countries, constantly conducts marketing research and is interested in success of sales of your licensed brand products. Firstly, it is brand reputation, and secondly, the more you sell the more royalties a brand holder receives. You have the same goal and, therefore, a brand holder is interested in helping you.

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