There are many reasons why businesses feel the need to rebrand – perhaps it has gained an unfavourable reputation or fierce competition has led to a loss in sales. You might need to branch out into new target markets and demographics, which would call for a rebranding process. Businesses small or large can decide to rebrand successfully, and sometimes it’s the only option to carry on trading.

To give some popular examples of why companies rebrand and how they did it successfully, we’ve rounded up some of the model transformations. Take a look at some of the biggest company rebrands of the past twenty years.


Undoubtedly the biggest consumer tech company on the planet, Apple would not be nearly as successful without the rebranding efforts of Steve Jobs in 1997. The brand wasn’t recognised and almost bankrupt until it changed its logo, getting rid of the colour for a more sophisticated and modern appeal. The company also changed the name from Apple Computers to Apple Inc. which allowed it to expand into other products outside of the computer market. With a minimalist image and a wave of innovative new products, Apple is still benefiting from this rebrand.

Old Spice

For many years, this aftershave was considered to appeal to the elderly gentleman only – until it decided to shake up its image. Thanks to a unique tongue in cheek advertising campaign featuring NFL player Isaiah Mustafa, Old Spice went after a younger demographic and the rebranding of its image worked – sales of the body wash rose 11% in the 12 months after the rebrand.

Stella Artois

Unfortunately some products become negatively associated with bad people or lifestyles, which is what happened to Stella lager. After once being branded as an expensive upmarket alcohol brand, Stella Artois developed the nickname ‘wife beater.’ In an attempt to boost sales, it created an umbrella brand with new products focusing on different names, including Bock, Peeterman and Stella Artois Cidre.

The Co-op

The Co-op is in the midst of a three year reformation plan, which has included a rebrand and a new logo. The Co-operative branding has been replaced by a simpler version, going back to just The Co-op. The cloverleaf logo was used back in 1968 but has now been refreshed to symbolise the past associations of the company and try and bring in new members.

Are you thinking of rebranding your business? Chat to us today about how our branding services could help.

Leave a Reply