An Analysis of Consumers’ Perception towards Rebranding

Abstract

A massive increase in the variety of methods in which customers may express their identities has been one of the most important trends to emerge in the field of marketing over the course of the last ten years. This development has been largely fulled by the growth of one-to-one marketing and mass customisation, both of which have been important drivers of this trend. Because of this trend, many companies have renamed and repositioned their products and services to place more emphasis on how they complement the lifestyles of their target customers rather than on the functional aspects of the items themselves. In recent years, there has been a growing trend of rebranding in India, ranging from companies like Vodafone and Airtel and Hero MotoCorp (formerly Hero Honda) to media channels in a variety of different industries. This trend has been particularly prevalent in the telecommunications and automotive industries. In reaction to this movement, a number of multinational corporations have completely rethought and relaunched their product lines and service offerings. Throughout the process of rebranding, these companies lay a significant emphasis on the practical characteristics of their products and how those features fit into the lifestyle of a consumer. This strategy is favourably received by business houses. Companies prepare themselves to meet tough competition in their industries by revitalizing their brands, which also enables the companies to achieve a respectable part of the market. The rebranding efforts of Hero MotoCorp have produced some unexpected insights. Noteworthy are the drivers and strategy utilized by the two-wheeler company. These included an overhaul of the brand architecture, brand name, brand logo, and brand positioning with an emphasis on the development, renewal, and revitalization of the brand.