Why Research is Important in Rebranding a Company

Airline veteran David “Dave” Pflieger joined Air Pacific, Ltd. as CEO in May 2010. During his three-year tenure, Dave Pflieger rebranded Air Pacific to Fiji Airways, which resulted in significant improvement to the company’s financial standing.

With time comes change, and in business, this sometimes includes a rebrand. Rebranding is more than the creation of a new logo; it includes establishing fresh company goals, culture, and message. A rebrand should effectively influence a consumer’s overall perception about a company and its products and services. Additionally, a rebranding campaign should make a company’s brand relevant and answer the needs of its target demographic.

Before undergoing a rebrand, a company should dedicate time and resources to research. An important element, research takes into account how a company is performing in its own industry and how it matches up to successful enterprises outside its sector. Analyzing approaches to marketing and operations, as well as to other areas of business, a company can discern the relevance of its offerings and how it is viewed by consumers to determine steps for moving forward.

For example, Seattle’s Best Coffee learned through research that its industry was saturated with competitor products that were not connecting with consumers due to the elaborate use of names and inaccessibility. As a result, the manufacturer rebranded itself to be a premium coffee supplier that was simple to understand. Today, Seattle’s Best Coffee partners with Subway franchises, movie theaters, and other brands outside its sector to provide convenience for consumers. The logo was also updated to promote fun and optimism, as research showed customers are drawn more toward whimsical brands.


Author: David Pflieger

David Pflieger is working as the CEO of Ravn Alaska. David received his pilot training in the United States Air Force, and has since held multiple positions with different airlines, for over 20 years!

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