Introducing The Forrester Range Of Rebranding Model

Rebranding exists on a spectrum and is a concept that many people interpret differently — leading to confusion within B2B organizations about what a specific rebranding initiative entails. Some rebranding initiatives are little more than a face-lift requiring minimal budget and resources, while others reflect fundamental changes in company strategy. A model that defines ranges of rebranding helps focus internal stakeholders on the reasons for rebranding and the details of the proposal. In this report, we introduce a model that describes three ranges of corporate rebranding initiatives, as well as the cost and effort implications of each range.