Unbranding

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What is Unbranding?

Unbranding is the Brand Management practice in which the use of a brand by a firm is reduced or discontinued. Typically because the brand has developed negative associations in the media and/or among consumers, or hoping to escape the consequences of inferior products / services or some illegal activities. Unbranding may or may not happen in favor of a new brand.

Companies typically invest large amounts of money in Branding and Positioning, mostly for good reason. Brands and their manifestations (names, logos, graphics, sounds, slogans, packaging, etc.) have the power to elicit a connection in the mind of customers to the products and services they represent.

Because of this connection brands are among the most valuable Relational Capital or Intangible Assets of any firm (See also: Brand Asset Valuator).

Brands are also one of the 7 classes of Strategic Risk mentioned by Slywotzky and Drzik. Unbranding can be seen as a subcategory of this risk class, besides brand erosion and brand collapse.

The importance of brands is the cause for several activities within most firms:

• Taking care of a positive Brand Identity or Brand Personality
• Improving Brand Loyalty
• Measuring and monitoring the Corporate Reputation
• Measuring and monitoring the Online Corporate Reputation

Unbranding is one form of rebranding in which the motivation is typically negative and/or non-voluntarily. Rebranding can also occur because of:

• Altered market circumstances
• Changed Corporate Mission
• Changed Strategic Vision
• Acquisition Integration Approach
• Aesthetic reasons
• Legal reasons

Rebranding and unbranding can happen at product, product line, divisional and/or corporate level in the brand hierarchy.

Depending on the level in this hierarchy and the scope of the rebranding effort, unbranding is an expensive and risky activity which should only be performed in case of a deeply and severely damaged brand reputation.

Forum Forum about Unbranding. 🔥 Unbranding Doesn't Work I have seen a lot of company unbranded itself, but still failed to get back the confidence of its customers. Once a company failed on its responsibilities and obligations its end is sure! Unbranding w... 1   Steps in Unbranding Process What are the main steps to take in a typical unbranding process?... 1   Start a new topic about Unbranding Sign up for free

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