Branding/Rebranding

March 21, 2008

Re-Branding Excellence

Best Practices' study on re-launch and re-branding best practices settled on the following statistics and tips:

• 95% of surveyed companies find that adjusting core messages is adequate to redefining the brand character of the product; and
• Approximately 75% of investments are shared by sales, various promotional channels and advocacy initiatives.

While this survey specifically focused on biotech and pharmaceutical companies - which have gone under much scrutiny - the point of aligning core messages to facilitate effective rebranding is of particular relevance to communications executives.