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 mind of stakeholders, competitors and, most importantly, customers.<br />
Rebranding a company's goals, message, and culture is hard -- many have tried and most fail.<br />A successful campaign requires more than a revamped logo. It demands a vision that inspires customers, investors, and others to see the company in a new light.<br />
Is Rebranding Necessary?<br />One view is that rebranding is essential for business success; to evolve the brands so as to make sure that it keeps abreast of the competition, and meet the consumers ever changing preferences.<br /><ul><li>The other side of the coin depicts an opinion that rebranding should be avoided at all costs.</li></li></ul><li>Contd...<br />When companies fail to establish one brand, or companies whose brand had been through any kind of scandal, may go for a rebranding process.<br /><ul><li>Here, the intention is to erase the previous brand image and establish a fresh one. Some others have positive reasons; like mergers, or a company that is expanding its product line.</li></li></ul><li>The (re)Branding Process<br />
ZEE TV<br />Media conglomerate Zee Enterprises Entertainment has embarked on a corporate re-branding exercise, unveiling the network’s new logo. An investment of Rs 10 crore has gone into the entire exercise.<br />Zee’s brand revamp comes six years after it carried out a similar initiative in 2005 under the then head PradeepGuha. Since its launch, Zee TV has always showcased content that made the common man its superstar.<br />
The New Launch<br />The Zee Network undertook the biggest BTL activity for viewers to be a central part of its new brand identity exercise.<br />It mobilised millions of viewers from all around the world to make them feel special and participate in unveiling the logo at the ‘Umeed Ka NayaChehra’ event in Mumbai. <br />Zee TV’s new brand identity is being launched with an advertising campaign and a 360 degree media approach.<br />
Changes<br />Zee Network’s new slogan — “Ummeed Se SajeZindagi<br /><ul><li>A new positioning targeting the emerging Indian woman.
Change in the programming strategy and the channels look to unveil more family-centric shows, targeted especially at women.
The new identity, logo, design and the positioning umeed ka nayachehra will be adapted by all the 25 Zee group channels</li></li></ul><li>The LoGo and SlOgAn<br />Developed by the in-house team, Zee TV’s aqua blue colour new logo features a stylish font. <br />The new age design with its upward flourish signifies the upward movement of desires and wishes.<br /> The abstract form of the ‘Z’ and vibrancy of aqua blue bring in modernity and freshness to the brand.<br />
The unshackling of the ‘Z’ from the box symbolises today’s woman’s zest for life and confidence to go out in the world beyond her home.<br />The overall design has a progressive feel and reflects the idea of looking into the future with hope and depicts a more dynamic and spirited outlook.<br /> The rainbow of hope is a very important element of the new packaging. It is colourful, ethereal and symbolically emphasizes the promise of ‘Umeed Se SajeZindagi’… celebrating hope and life<br />
The TV Commercial<br />Zee TV has closely collaborated with its creative agency DraftfcbUlka to develop the new corporate brand TVC.<br />Produced by Equinox, it captures that ‘the sky is our canvas’. <br />This was brought through by the protagonist in the TVC – the girl-child – and her desire to succeed.<br /> It’s a metaphor for the woman, echoing the emerging paradigms with fresh beliefs and a zest for life.<br />
The key elements in AD<br />Women Oriented<br />Soulful Music<br />Aspirations<br />Hope<br />Self belief<br />Confidence<br />