RebrandingBy:

Puneet AroraAstha Jain

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.

Rebranding a company's goals, message, and culture is hard -- many have tried and most fail.

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.

Is Rebranding Necessary?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.

The other side of the coin depicts an opinion that rebranding should be avoided at all costs.

Contd...When companies

fail to establish one brand, or companies whose brand had been through any kind of scandal, may go for a rebranding process.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.

The (re)Branding Process

Find your unique value

Assess your core audience

Craft the core message

Use the right voice

Eliminate the unnecessary

Make a plan

Implement it

Measure the impact

ZEE TVMedia 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.

Zee’s brand revamp comes six years after it carried out a similar initiative in 2005 under the then head Pradeep Guha. Since its launch, Zee TV has always showcased content that made the common man its superstar.

Why?To capture more eyeballs

To re-establish its numero uno position among general entertainment channels

To celebrate the spirit of women.

To position Zee higher among viewers recall

To bring about a desired change in the programming that viewers today demand.The new positioning is about celebration and vindication of a woman’s emerging beliefs and a reflection of her changing hopes, dreams and optimism.

The New LaunchThe Zee Network undertook the biggest BTL

activity for viewers to be a central part of its new brand identity exercise.

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 Naya Chehra’ event in Mumbai.

Zee TV’s new brand identity is being launched with an advertising campaign and a 360 degree media approach.

ChangesZee Network’s new slogan —

“Ummeed Se Saje Zindagi

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 naya chehra will be adapted by all the 25 Zee group channels

The LoGo and SlOgAn Developed by the in-house

team, Zee TV’s aqua blue colour new logo features a stylish font.

The new age design with its upward flourish signifies the upward movement of desires and wishes.

The abstract form of the ‘Z’ and vibrancy of aqua blue bring in modernity and freshness to the brand.

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.

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.

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 Saje Zindagi’… celebrating hope and life

The TV CommercialZee TV has closely collaborated with its

creative agency Draftfcb Ulka to develop the new corporate brand TVC.

Produced by Equinox, it captures that ‘the sky is our canvas’.

This was brought through by the protagonist in the TVC – the girl-child – and her desire to succeed.

It’s a metaphor for the woman, echoing the emerging paradigms with fresh beliefs and a zest for life.

The key elements in AD

Women OrientedSoulful MusicAspirationsHopeSelf beliefConfidence

THANK YOU !!!