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Considering a Rebrand? Learn from These 4 Innovative Rebranding Examples


In this era of cut-throat competition, where everything is evolving so fast, change is the only constant. Same applies to the branding of a company.

It is safe to say that there is no guarantee if a brand is thriving that it will still be on top a few years down the line. It becomes all the more important for a company to evolve in response to changing times and be able to cater to users’ needs by developing a successful rebranding campaign.

A rebranding campaign can rejuvenate your company, extending your reach by attracting new audiences. Here, you need to keep in mind that not every rebrand hits the mark, but you can always learn a thing or two from some of the rebrands which got it right.


Dunkin successfully exemplify rebranding because it stayed true to its heritage and only modernizes the experience for customers by changing its name from Dunkin Donuts to just Dunkin.

The rebrand reflects in everything from inside the store to the outside world, including a change in logo designing, packaging designs, store remodels, and brand messaging on all advertising and marketing channels.

What To Learn: If you are thinking to change your name, make sure your customers can still identify with your brand.


Domino’s was almost doomed in 2009 when it only managed to hold a 9 percent share of the pizza restaurant market. But with a successful rebranding, the company changed it by focusing on fixing what customers didn’t like about their products.

As a result, by 2016, the company held a 15 percent share of the market and the highest customer loyalty among pizza chains. Additionally, it was also one of the first companies to use chatbots to take orders via social media.

What To Learn:  If your brand is dealing with any negative attention, then perhaps you should focus on making things right for the customers.


Even legacy companies like Tupperware needed a rebrand to appeal to consumers. Being one of the best and durable household products in the 1970s, there came a time when it went for a rebrand to match with the ever evolving technology.

The company needed to become relevant again, not only for consumers but also for the people selling the products. For their benefit, the rebrand was successful, with an updated look and web design with a new message: “Confidence Becomes You.

What To Learn:  Explore the meaning of your brand in connection with how customers think, act, and behave in today’s world.


The rebranding of LEGO was hailed as the most significant turnaround in corporate history.

Once a force to reckon with, the famous toy company, now nearly 92 years running, at one time went through a crippling debt, falling out of favor with its core customer base – children.

However, they were able to find a solution as they invested in what worked and got rid of what didn’t. They added digital channels showcasing movies and LEGO-themed entertainment venues to the franchise to engage kids and parents and reestablished the brand as relevant once again.

What To Learn

The most well-loved brands can become lost in this ever-growing pool of industry. To recharge your brand, examine deeply at what customers enjoy about your company, what they are looking for and focus on what you do best.


It is clear that rebranding is the best option for giving your business a new lease of life and to capture more customers and conversions. Evaluate periodically if your brand is still relevant or has something new to offer. Even a small change can make all the difference in changing public perception.

At Cogniter Technologies, we have passionate, savvy, motivated and diverse team of digital online marketing experts who can help you build a fruitful rebranding campaign. When you need to go ahead of the other – choose Cogniter Technologies!
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