1- How common is rebranding? Can you describe other rebranding examples?
Answer.
A brand needs to be refreshed at some point during its life cycle. While it may be
challenging to determine how frequently business owners should relabel, doing so will not
only help bolster the company's external appearance but will also help it grow for the next
generation. Most companies rebrand every 7 to 10 years. Rebranding is intended to improve
the visual identity of a company by changing the style of its logo, restructuring its website, or
changing the brand colors. According to Marques et al. (2020) consumers associate the
rebranded image with being “innovative” and “original” and describe the previous image as
“inexpensive” and “trustworthy”. While many businesses may be required to change their
brand as a result of a name change, changing the appearance and feel of the label will ensure
tycoons remain ahead of their competitors.
Apart from the rebranding of the name of Boystown business to Yourtown, there are several
other examples of rebranding which took the project of change to a different level:
1. Dunkin’- The first in the line is Dunkin’, which was previously known as Dunkin’
Donuts. Although the brand is entirely compatible with donuts, it is no longer
necessary for customers to hear the word "donuts." Due to the tagline "America Runs
on Dunkin'," its buyers were already intimately acquainted with the shortened
version. Dunkin' Donuts is an example of an effective rebranding because that
modernizes the customer experience while remaining true to its identity. The rebrand
extends from within the store to the wider world, with a new logo, product
positioning, store redesigns, and brand messaging across all marketing and
promotional channels.
2. Tupperware - Tupperware is renowned for its long-lasting household items.
Additionally for the home factions where they're sold - a relic from the 1970s that the
company couldn't shake until the first rebrand. While the company continued to
compete in the product class on a global scale - after all, it invented it. It needed to
regain relevance, not only for consumers, but also (and perhaps most importantly) for
those selling the products. The rebranding was a success, with a new feel and
appearance as well as innovative messaging: "Confidence Becomes You."
3. Domino’s - In 2009, Domino's (of pizza fame) incurred a loss, with only a 9% share
of such pizza restaurant market. With a successful rebranding, the company changed
all of that. And it concentrated on addressing the issues that customers had with their
products. By 2016, the corporate had a 15% market share and the highest consumer
loyalty of any pizza chain. It also was one of the next companies to use virtual
assistants to take orders through social media, allowing it to meet customers when
and how they are spending their time.
2- Why was Project hello commissioned? Was this a tactical or strategic move?
Answer.
Project Hello was not a new initiative but only the first move to rebranding, which
was implemented by the CEO Adams to check the viability of the name in the country and
throughout the nations. It was a basic strategic move which is usually taken up managers of
any organization when there is a requirement of rebranding realized. Therefore, before
rebranding Boystown to Yourtown, Adams, commissioned Project Hello with the mission to
look into the options of a different username that could fruitfully share information the
company brand to a diverse group of people.
Substantial conversation with internal and external parties yielded some insightful
results. All external audiences had very little knowledge of services, and in the absence of
information, people brought the gaps (often incorrectly) with their individual assumptions.
The Boystown name was also thought to be outdated and from a time when there was still a
gender divide. Internal and external, there was a sense of boredom with the old name because
employees felt they were consistently required to explain the company. However, there was
also the perception that heritage and familiarity have always been powerful factors that ought
to be overlooked in future planning. According to Tarnovskaya & Biedenbach (2018)
positive intentions of marketing managers behind corporate rebranding often result in
negative reactions and even anxiety of consumers, especially those with the highest levels of
brand commitment.
A variety of alternative names for Project Hello were tested with external
stakeholders following a preliminary round of research. These names had been designed
mainly through stakeholder and staff workshops as possible replacements for "BoysTown."
Extensive research and commitment with brand and inventive specialists resulted in Project
Hello's recommendation for change: "yourtown—create let's brighter futures."
3- Who were the stakeholders of BoysTown/yourTown?
Answer.
According to Fairhurst & Lusinga (2020) the stakeholders with power may be
influential in business rescue proceedings, resources and network influence along with other
factors are also important sources of power. The stakeholders of BoysTown included federal
and state governments, corporates, members of the public, the board of directors responsible
for conducting the raffle competition. There were internal and external stakeholders
involved, members of parliament, business partners. Long term donors and supporters. The
differentiation for external stakeholders is, that they were partners including governments
and corporate partners such as Singtel Optus Pty Limited, Bupa HI Pty Ltd., and Future
Generation Investment Company.
4- Was the rebranding from BoysTown to YourTown the right course of action?
Answer.
Rebranding took place through many channels. A lot of arrangements had to be done
to promote the new name of the same business. It had now a large number of stakeholders
involved who had invested huge chunks of sum, and it became a responsibility to make
Yourtown a viability and a known brand to the people of Australia. According to Zhao et al.
(2018) rebranding is the creation of a new name, term, symbol, design, or a combination of
them for an established brand with the intention of developing a differentiated (new) position
in the minds of stakeholders and competitors.
Yourtown had to work strategically to position itself vigorously in an online market
where there was greater competition for wallet share and increased competition for
government funding between for-profits and not-for-profits. Attempting to create social good
too was more and more seen as a primary concern across all sectors, rather than just
charitable organizations.
Interaction with a product, brand association, and sales growth were critical to the
organization's long-term viability. Yourtown needed to expand on its "new story," going to
connect with individuals and communities, and bringing to daily existence the call to action
"let's create brighter futures."
Both internal and external stakeholders quickly accepted the change. Internally, the
new name instilled a renewed sense of energy and collectiveness; staff were energized and
excited by that of the modification, and the transfer had a significant positive impact on the
organization's culture. Yourtown was easily accepted by individuals because it had visibility
and a sense of belonging to a place where people adored and relied on it. It only required to
be more popularized since the tension amongst the people was due to its lower visibility due
to name change.
5- How was the rebrand launched? What, if anything, would you have done
differently?
Answer. It was an elongated process to launch the rebranding. Businesses have to start from
the scratch again to rebrand their new launch. There are many confusing elements that are
required to be cleared to people who believe in the brand and are permanent customers to
these. Therefore, to launch Yourtown, it took very long and tiring journey to the CEO.
According to Joseph et al. (2021) the rebranding process can be successful when stakeholders
buy-in to the rebranded identity, vision and values of the corporate brand.
Many activities were carried out in order to prepare for the switchover from
BoysTown to yourtown. A staff Facebook page (called "yourtown townhall") was created,
and employees were encouraged to join, share stories about their work and engagement, and
socialize under the theme "yourtown is our town." Each yourtown location had designated a
site champion that was an expert on the change's implementation and relayed about the
project's tasks and key points. Yourtown-branded business cards, letterhead, envelopes,
banners, and key messages were distributed to each location. In the run-up to the change,
new staff uniforms were designed and displayed, and orders were placed because then staff
could receive them by February 28 or March 1. To promote the idea of "creating brighter
futures," new video content and materials were created.
All sites were rebranded (including external and internal signage) on the weekend of
the change, and changes were made to the head office staffroom, for instance the furthermore
of bean bag chairs and table tennis, to create a feeling of the changes and connotations with
the new name. Social media sites were used to publicize the change, and the website was
renamed yourtown. The organization engaged in unpaid media engagement in print and
radio. Finally, transitional activities were held on February 28 and March 1. Every member
of the yourtown team started to receive a yourtown-branded umbrella, lanyard, name badge,
and handbook. On launch day, a launch celebration was held at the prize place of residence
on the Sunshine Coast, attended by trustees, supporters, staff, current and previous clients,
and local media. At the launch, a lobed version of something like the yourtown symbol was
created and unveiled. Every yourtown location must have been encouraged to commemorate
the change with customers and staff on March 1, and food was provided. Local papers was
included in some locations. Finally, the company hosted a tea and cake with distributors, key
government decision makers, and business partners at its Milton headquarters.
If I had the opportunity to change the system of rebranding the way it already
happened, I would do nothing more. As the procedure which was taken up by the members
was already huge and intriguing. It was a long process, which was efficiently and effectively
dealt with by the managers.
6- How would you characterize the rebranding to date: too slow, as expected,
exceeding expectations?
Answer.
The rebranding which Boystown took up, was importantly needed in the organization
already. It had created a gendered difference amongst the minds of the people. Though
people of Australia knew what Boystown was and what work did it take but Yourtown took
long to meet the expectations of the managers. The characterization of rebranding of
Yourtown would be termed as too slow because of the results we got to check. The results
were not far reaching and only 10% viability of the rebranding appeared which was too low
as compared to 60% of Boystown. It had become more viable in its promotion, and carry out
activities with full throttle. Therefore, there plan to invite partcicipation through raffle
competition is a good move towards garnering attention of people. Also, the prize they offer
is a good initiative to reward those who trust the organization. According to Blazquez et al.
(2019) the branding process is concerned with the creation and preservation of tangible and
intangible brand values that are relevant to potential customers and distinguishes the brand
from its competitors.
7- How can yourtown increase its brand awareness?
Answer.
Yourtown is needed to decisively attempt to situate itself emphatically in a
commercial center where there was expanding rivalry for wallet divide and expanding
contest among for-benefits and not-for-benefits for government subsidizing. Making social
good was likewise progressively seen as vital across all areas and was presently not a
position held fundamentally by charitable associations.
Interaction with a product, brand identification, and profitability were all critical to the
organization's long-term viability. According to Williams (2021) the term rebranding
signifies the refreshment, repositioning, and/or renewal of a brand. Yourtown needed to
expand on its "new story," going to connect with people and their communities, and wanting
to bring to life this same call to action "let's create brighter futures."
References
Marques, C., da Silva, R. V., Davcik, N. S., & Faria, R. T. (2020). The role of brand equity in a new
rebranding strategy of a private label brand. Journal of Business Research, 117, 497-507.
Tarnovskaya, V., & Biedenbach, G. (2018). Corporate rebranding failure and brand meanings in the
digital environment. Marketing Intelligence & Planning.
Fairhurst, K. J., & Lusinga, D. D. (2020). Role of stakeholders in business rescue. South African
Journal of Business Management, 51(1), 1-11.
Zhao, Y., Calantone, R. J., & Voorhees, C. M. (2018). Identity change vs. strategy change: the effects
of rebranding announcements on stock returns. Journal of the Academy of Marketing Science, 46(5),
795-812.
Joseph, A., Gupta, S., Wang, Y., & Schoefer, K. (2021). Corporate rebranding: An internal
perspective. Journal of Business Research, 130, 709-723.
Blazquez, M., Mattich, K., Henninger, C. E., & Helberger, E. (2019). The effects of rebranding on
customer-based brand equity. International Journal of Business and Globalisation, 22(1), 91-109.
Williams, A. S., Son, S., Walsh, P., & Park, J. (2021). The influence of logo change on brand loyalty
and the role of attitude toward rebranding and logo evaluation. Sport Marketing Quarterly, 30(1), 69-
81.
