Rebranding done right

In the dynamic landscape of corporate reputation management, the concept of rebranding stands out as a powerful tool for companies looking to reshape their public image. The practice of rebranding involves making strategic changes to a company’s brand identity, messaging, and positioning to better align with evolving market trends, consumer preferences, and organizational goals. While rebranding carries both advantages and disadvantages, when executed effectively, it can breathe new life into a company’s image, enhance its competitive edge, and drive long-term success.

One of the primary advantages of rebranding is its ability to breathe new life into a company’s image. By updating visual elements, messaging, and positioning, a company can shed outdated associations and project a more contemporary and relevant identity to its target audience.

Rebranding offers companies the opportunity to differentiate themselves from competitors in the market. By clearly articulating what sets them apart and communicating their unique value proposition, companies can carve out a distinct identity that resonates with consumers and helps them stand out in a crowded marketplace.

In cases where a company has faced a reputational crisis or downturn, rebranding can be a strategic move to rebuild trust and credibility with stakeholders. By signaling a commitment to change and improvement, a company can chart a new course and demonstrate its willingness to address past challenges.

Rebranding can also be a catalyst for expansion and diversification. As companies evolve and enter new markets or launch new product lines, rebranding allows them to communicate these changes to stakeholders and ensure that their brand remains aligned with their strategic direction.

Finally, successful rebranding efforts can add value to a company’s brand equity. By creating a stronger, more positive perception of the brand among consumers, rebranding can unlock new growth opportunities, attract top talent, and bolster shareholder confidence in the company’s long-term prospects.

There is also a myriad of reasons why organizations think twice about rebranding. One of the potential disadvantages of rebranding is the risk of losing existing brand equity. If a company’s loyal customers are strongly attached to its current brand identity, making significant changes through rebranding can alienate them and lead to a loss of business.

Rebranding can also create confusion and disorientation among consumers if the changes are not effectively communicated. If customers struggle to understand the reasons behind the rebranding or perceive the changes as arbitrary, it can harm their perception of the company and erode trust in the brand.

Rebranding is a resource-intensive process that requires significant investment in terms of time, money, and internal alignment. From redesigning logos and collateral to updating marketing materials and training employees, the costs of rebranding can add up quickly and strain a company’s budget.

Implementing a successful rebranding strategy is a complex undertaking that involves multiple stakeholders, from senior leadership and marketing teams to external agencies and partners. Managing these relationships and ensuring a seamless rollout of the new brand identity can present logistical challenges and require careful planning.

Finally, rebranding carries inherent reputational risk, especially if the changes are poorly received or fail to resonate with the target audience. A misstep in the rebranding process can damage a company’s credibility and erode its market position, highlighting the importance of thorough research and stakeholder engagement in the rebranding process.

One of the most successful rebranding in most recent history is the development of the master brand for JG Summit – the Gokongwei Group – which to many is considered a masterful rebranding strategy.

In 2022, JG Summit, a well-established Filipino conglomerate, embarked on a significant rebranding initiative. The company shed its familiar name and unveiled a new identity: Gokongwei Group. This wasn’t just a cosmetic change; it was a strategic move designed to achieve several key objectives:

Unifying a diverse portfolio: JG Summit houses a vast array of businesses, including Universal Robina Corp. (URC), Cebu Pacific Air, Robinsons Land Corp. (RLC), and Robinsons Bank. While successful individually, these companies lacked a cohesive brand identity under the JG Summit umbrella. The Gokongwei Group rebranding aimed to create a unified image that encompassed all these diverse entities.

Honoring the legacy: The Gokongwei name is synonymous with business success and philanthropy in the Philippines. The rebranding initiative paid homage to the legacy of the group’s founder, John Gokongwei Jr., by placing his family name at the forefront. This move fostered a sense of heritage and trust associated with the Gokongwei Group.

Embracing growth and innovation: The new brand identity aimed to project a forward-thinking image. The Gokongwei Group name signaled a commitment to continual growth, innovation, and disruption across its various subsidiaries. This approach resonates with modern consumers who value companies that adapt and evolve with the times.

Building brand recognition: While the JG Summit name held recognition, the Gokongwei Group rebranding aimed to create a stronger, more memorable brand identity. The new name and logo, featuring dark blue and green colors symbolizing trust and growth respectively, aimed to establish a distinct visual identity for the conglomerate.

Evidently, the rebranding of JG Summit to Gokongwei Group involves more than just a name change-it signifies a strategic transformation aimed at redefining the conglomerate’s identity and signaling a new chapter in its evolution.

Some potential impacts of the rebranding initiative include:

Strengthening market presence

The rebranded Gokongwei Group can potentially strengthen its market presence and visibility by leveraging the goodwill and recognition associated with the Gokongwei name. This enhanced brand recognition can help the conglomerate attract customers, investors, and business partners, and create a distinct identity in a crowded marketplace.

Enhancing employee engagement

The rebranding initiative can also have a positive impact on employee engagement and morale within the organization. By aligning the brand identity with the founder’s values and vision, the rebranded entity can instill a sense of belonging, pride, and motivation among employees, fostering a greater sense of unity and purpose within the organization.

Building trust and credibility

The incorporation of the Gokongwei name into the group’s brand identity can enhance trust and credibility among stakeholders, including customers, investors, and the broader community. The strong reputation associated with the Gokongwei name can reassure stakeholders of the conglomerate’s commitment to excellence, integrity, and long-term success, building confidence and loyalty in the brand.

Indeed, the potential impact of this rebranding initiative extends beyond just a name change–it signifies a new chapter in the development of the conglomerate and sets the stage for continued growth, innovation, and success. As the Gokongwei Group embraces this rebranding journey, it will be interesting to observe how the strategic implications unfold and how the market, stakeholders, and industry respond to this transformation.

*Dr. Ron F. Jabal, APR, is the CEO of PAGEONE Group (www.pageonegroup.ph www.pageonegroup.ph) (www.pageonegroup.ph) and the Founder and President of the Reputation Management Association of the Philippines (www.rmap.org.ph). Please correspond to [email protected] or [email protected]