Ребрендинг: в каких случаях проводится и какие преимущества несет.
Ребрендинг – это не просто изменения названия бренда или смена логотипа. Он является знаком того, что внутри компании назрела необходимость изменений: ассортимента продукции, принципов работы с клиентами, методов ценообразования и т.д.
Для чего же необходим ребрендинг и какие причины могут побудить руководство принять такую меру?
Качественные изменения
Если сменить логотип заведения общественного питания, но подавать в ней блюда такого же посредственного вкуса, как и до ребрендинга, то эта мера не окажет никакого реального эффекта. Люди все равно будут выходить из столовой недовольными, а новая айдентика может даже спровоцировать их на еще большее раздражение. За ориентир стоит брать компании, которые проводят качественные изменения, и только после этого обращаются к ребрендингу.
Яркий пример – фирма Harley-Davidson, которая чуть не стала банкротом в 1985-м, потому что качество ее продукции оставляло желать лучшего, долги компании составляли 90 млн. долларов. В этой ситуации руководство делает следующие шаги: одновременно с улучшением качества проводит смену айдентики, что и приводит к успеху. Дело, конечно, было не в знаменитом черно-оранжевом логотипе, но он явился символом новых «Харлеев».
Harley-Davidson за время существования фирмы меняли свою эмблему несколько раз:
Новая ценовая категория
Веский повод для ребрендинга, в частности, смены айдентики, – это переход в новый ценовой сегмент, причем он может быть как выше, так и ниже предыдущего. Этот прием широко используют именитые модельеры, когда выпускают в свет коллекции по умеренным ценам.
Пример из реальной жизни – пиво Pabst Blue Ribbon. В США оно считалось напитком для студентов и не слишком обеспеченных людей. Но когда фирма вышла на китайский рынок, она произвела ребрендинг: в продаже появился напиток под именем Blue Ribbon 1844 в новых стеклянных бутылках, цена которого составляла 44 доллара. В Китае это пиво совсем не для студентов.
Ассоциации с новшествами
Если вы добавили в свои гели для душа новые увлажняющие компоненты, то после этого можно провести ребрендинг, чтобы создать у покупателей ассоциацию нового логотипа с новыми качествами продукции. Этот ход работает на уровне интуиции, плюс к этому – потребителей привлекает то, что упаковка с их любимой косметикой теперь выглядит по-новому.
Поиск своей ниши
Иногда после изучения продукции конкурентов маркетологи делают вывод о том, что необходимо искать какую-то дополнительную нишу, которая пока никем не занята. Одежда нестандартных размеров, выпечка тортов с персонажами из мультфильмов, — это случаи таких рекламных ходов. Возможно, эти узкие ниши и не охватывают всей продукции вашей фирмы, но привлекут к вам внимание потребителей как нечто оригинальное.
Повторное заявление о себе
Ребрендинг помогает напомнить о себе тем, кто уже знаком с вашей компанией и привлечь новых покупателей. Беспроигрышная схема выглядит так: сначала в работу запускается тизер, затем – новости в социальных сетях и статьи на просторах Интернета. Это обеспечит расширение клиентской аудитории, которая останется с вами, если ребрендинг подкреплен реальными изменениями.
Увеличение лояльности
Постоянные клиенты воспринимают новый красивый логотип и другие изменения айдентики как признак того, что компания стабильно растет и развивается. Усилить этот эффект можно, выпустив какую-то новую линейку товара или прорекламировав новую услугу.
Мотивация персонала
Ребрендинг вносит свежую струю в отношение наемных работников к компании и своей работе: у сотрудников появятся новые темы для разговоров, а в результате – коллектив станет сплоченнее, что способствует более высоким результатам труда.
Российский пример ребрендинга
Знаменитый пример – ребрендинг Сбербанка в 2009 г. Вместе с внедрением единых стандартов обслуживания изменился и логотип компании:
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