Rebranding is an attempt to change consumer perceptions of a brand. It is consumers - all actions are aimed at improving communication with them, attracting new segments and gaining the loyalty of current customers. How it works? The brand partially or completely processes its own attributes in order to better adapt to a changing market or to create a positioning that will distinguish it from competitors.

It is important to understand that rebranding is a comprehensive measure. Depending on the need, it can affect all levels of the brand’s activity, from advertising communications to changes in the product being produced. It may include the following changes:

• Corporate identity and logo.
• Title.
• Positioning.
• System of values.
• Product line.
• Full retraining for new types of products and market segments.

Do not confuse it with restyling - changing only the visual components of the brand, like the logo or corporate identity (a kind of change of packaging with the previous contents). It may be part of rebranding, but these are not identical concepts.

Why rebranding is important?

The rebranding process is quite expensive and there is always a risk of worsening the situation. Therefore, it should be carried out only when it is really necessary. Consider the main reasons for rebranding:

• Unsuccessful initial positioning of the company.
• Outdated brand concept.
• Access to new markets.
• Merger of two companies.
• Increased competition and the need to increase memorability.
• Reputation issues.
• Attraction of new segments of consumers.

The most common form is an update. Over time, old and familiar brands begin to be associated in the minds of consumers with the past. Their positioning, which worked 10 years ago, is gradually losing relevance in our time. In order not to lose sales, it is necessary to refresh the image of the company in the perception of consumers, which requires rebranding. A few vivid examples:

• Coca Cola.
• Starbucks.
• Ford.
• Uber

Another common reason for rebranding is the need to find an approach to new segments of consumers. For example, an attempt to attract buyers from the younger generation. Most of the people are inspired by the tremendous success of Uber and desperately want to create an app like Uber. Note that cloning an app means you have to provide every single feature that an original app has. 

Rebranding Tasks

The purpose of rebranding is to change the brand so that it works more efficiently. Namely:

• Get closer to the consumer through positioning
• Update the image of the brand, making it more modern
• Highlight the brand against competitors
• Increase the number of customers
• Scale the business.

It is important to understand that the brand is the image of the company in the minds of consumers. This image must be complete and holistic, because the more you remember, the more often you buy.

Sometimes the brand concept is incomplete or contradictory. For example, in positioning, the company puts the reliability of the product in the first place, but in fact it produces inexpensive goods of not the best quality. In this case, the task of rebranding is to highlight the real advantages of the company and create a video marketing strategy based on them. Sometimes a successful advertising campaign is enough for this, and sometimes the product itself undergoes changes.

4 Types Of Mobile Applications With A.I Tools

AI-technologies are used not only in the development of mobile applications, but also in the creation of various devices and services. Moreover, today artificial intelligence has become the most effective tool for video marketing and business development. 

Smart Assistants

Famous and mostly used program like Siri is the most striking example of application with artificial intelligence. Smart assistants can recognize speech, analyze the user’s habits and lifestyle, correctly answer questions, carry out assignments, etc. For communication, such applications use a method of processing human speech – Natural Language Processing. At first, the system get used to the owner of the smartphone, remembers his preferences and habits, and then carries out instructions, anticipating the wishes to the user. Microsoft’s Cortana is powered by the Einstein AI system. The assistant talks a lot, sends messages, plans a day, reminds about important dates, quickly searches for the necessary information, etc. 

Content Recognition

This algorithm uses Google Now. It personalizes the data based on the user’s habits. In other words, you need to be prepared that the system will know many personal facts. The application uses geolocation services, due to which it displays the necessary information on the smartphone – What is the weather now, what is the best way to go, are there any cafes nearby, etc. 

Text Recognition

Today, there are systems with artificial intelligence that allow you to search for words, phrases and numbers in pictures and videos, save them in a text editor or automatically translate into another language. An example of such a program is World Lens. It can recognize and translate text from images that fall into the smartphone’s camera. All this happens in real time and even without an internet connection. 

Image Recognition

Image recognition applications appeared a few years ago. Today, they have become much more functional. For example, Science is developing a program that analyzes a dish in a photograph and calculates how many calories it has. 

Conclusion

Summing up, note once again that the mobile application market is very actively developing today. There are millions of smartphone users all around the world and still growing rapidly. Nevertheless, before starting the development of you app, you need to conduct a detailed analysis of the market, competitors, your niche, and also clearly determine what task the mobile will solve the business. It’s not necessary to make an application just because this direction is in demand.