Rebranding is the process of changing the corporate image of an organisation.
It is a market strategy of giving a new name, symbol, or change in design for an already-established brand.
The idea behind rebranding is to create a different identity for a brand, from its competitors, in the market.
Rebranding exercises help firms differentiate their products from others and increase visibility
Industry representatives said- rebrandingexercises help firms differentiate their products from others and increase visibility.
Indian dairies are revamping the packaging of their products to attract more customers.
Private dairies like Heritage, Prabhat, Sterling Agroand Dodla have undertaken the brand revamping exercise and simultaneously increased their advertising spend significantly.
Some of them are roping in global brand design firms like DY Works, which has executed design and marketingstrategies for many Indian dairy firms like Amul, Heritage, Prabhat and Kwality , among others.
Companies are also undertaking rebranding exercises to bring in design uniformity across their product portfolio.