Key Number: 74% of S&P Global 100 companies rebranded newly acquired brands within 7 years, according to a 10-year study by Landor.
Why rebranding is more than a logo change
Rebranding is often seen as a cosmetic update—new logo, new campaign. In reality, it’s a strategic decision that helps a brand stay relevant or adapt to new markets. When done right, it goes far beyond appearances; it’s about aligning your brand with a clear purpose and vision.
A 2023 study by Bynder shows the main drivers behind rebranding: modernizing the brand identity (58%), repositioning in the market (45%), reaching new audiences (41%), or addressing negative perceptions (26%). These motivations work only when part of a larger, coherent strategy.
Rebranding for international markets
Expanding into a new country isn’t just about translating slogans—it’s about adapting the entire brand experience: messaging, visuals, product, and tone, all tailored to local culture.
Starbucks in China is a perfect example. Instead of importing Western coffee culture, Starbucks introduced tea-based drinks, designed stores for social interaction, and emphasized connection over caffeine. This kind of thoughtful rebranding resonates locally while staying true to the brand’s essence.
Rebranding at home: Meeting societal expectations
Rebranding isn’t only for international growth. Brands must also reflect evolving societal values—sustainability, inclusivity, transparency. Rebranding offers an opportunity to align image and messaging with meaningful action.
Equally important is internal adoption. A new identity without employee buy-in is just decoration. Successful rebranding aligns strategy, product, communication, and people to deliver a consistent and credible experience.
In short, rebranding isn’t about change for the sake of change—it’s about evolving to stay relevant, connected, and future-ready. It turns challenges into opportunities and reinforces your brand’s DNA in a new era.
7 Tips for effective rebranding
1. Understand the local culture
Go beyond surface trends to grasp the emotional drivers of local consumers. Starbucks in France, for example, adapted its cafés with local pastries and smaller espresso drinks to fit French coffee culture.
2. dapt your visual identity
Colors, symbols, and design should reflect and celebrate local tastes. McDonald’s in Europe adjusted its visuals with softer, greener tones to resonate with environmental sensibilities.
3. Communicate meaningfully
Localization isn’t just translation—it’s telling stories that connect. Nike in China emphasized collective achievement rather than individual success.
4. Use data-driven insights
73% of consumers prefer experiences tailored to their cultural context. Relevant branding depends on understanding these nuances.
5. Brands that demonstrate genuine values resonate everywhere. Patagonia’s environmental mission aligns strongly with local sustainability priorities.
6. Stay agile
Listen to feedback and adapt quickly. Coca-Cola continuously tests and adjusts its products across markets to remain relevant.
7. Plan a phased rollout
A thoughtful launch builds trust. Netflix, for instance, partnered with local providers before a full-scale international rollout, generating anticipation and credibility.
