Very often, companies have a unique product, but they are unable to keep up with the needs of the market. Or, they do not know how to reinvent themselves, ending up with closing its doors. Although the brand moLin® has expanded its range of products, improving production processes and entering new market segments over the years, the brand that was the 5th largest company in Europe and 8th in the world in the writing instruments market, came to an end in 2001. In The Rebranding of moLin® Ebook you will find out every step you need to take to (re)create your own brand.
the market
In the past, the strategic planning of a company was designed in the long term. Nowadays, with the constant changes in the market, the entry of new competitors, and new products, companies have to review their strategies. A company needs to be strong and consistent with its stakeholders. A company needs to check all the channels in which it operates, as well as the results. A rebranding strategy is a good option to reformulate the company’s position and anticipates market needs.
brand management
Nowadays, brands are part of a company’s capital, intangible assets, producers of benefits for the business. In this domain, brand management aims to create value through the product, the communication, and the emotional component.
nostalgia
Therefore MoLin® has strong connections to the past, which allows nostalgia marketing to take a leading role. Examples such as Ach. Brito, Couto, Bordallo Pinheiro, are some of the brands that were adopted by generation Y (aka millennials).
brand loyalty
For instance, the constant changes in the market, quality is no longer the only main goal for success. Defining a clear and fair brand personality is what the brand should look for to attract the consumer. The link between consumer and brand contributes to a better presence in consumer behavior, which culminates in Brand Loyalty.
brand personality
Similarly, the personality of a brand is as unique as enduring like the personality of a person. It is common to see people assigning affective adjectives to their belongings. Also empirical studies shows that the brand attracts people whose real or desired self-images fit their image. Thus, the brand will attract consumers with a similar personality.
ebook
To sum up, in The Rebranding of moLin® Ebook you will find the different branding theories adopted with a detailed plan for launching a brand on the market. To access the ebook click here.