A case for rebranding – catalysts for brand revitalization
British Bakeries first launched Hovis Invisible Crust, the first ever crust-less bread, in August 2005, and has re-launched the product this January with a $4.5 million rebranding campaign. The company says, ‘It has performed brilliantly with great consumer feedback’. A perfect example of how rebranding can revitalize a product, British Bakeries is investing at a critical point to bring this revolutionary new product in line with the rest of the Hovis range, creating a sense of continuity and trust in the new product, and bringing fresh attention to the rest of the brand’s existing products.
Tags: brand, Branding, case study, example, logo, product, rebrand, redesign, revitalization
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