A brand is a business identity. It can make a business stand out from its competitors and make it more appealing to consumers. A brand identity consists of a logo, name and a recognisable design, but is also much more than this. ‘It encompasses both the visual and tangible elements of the brand as well as the emotional and intangible pieces that create a connection between the brand and the consumer’ (Davies, 2005). This explains how a brand identity is not just a visual aspect but also tangible and emotional from consumers. The identity is to translate and communicate with consumers, making an impact on them. ‘Design is the visual articulator of the brand’s expression. Brands often do the same thing and compete in the same field. What makes the difference between one company and the other is how they do it’ (Davies, 2005). This explains how competing businesses all do the same thing and try to attract consumers all in the same way. The brand identity is what captures the consumer’s attention, making itself different from other businesses alike.


Businesses may drift from their brand values and promises to their consumers and therefore the relationship between consumer and business will break. Loyal customers may feel let down and may then not use the businesses service or purchase the goods to express how they feel.

This is when a rebrand would be useful for a business. Rebranding is a possible way of getting a business noticed again. A business may decide to change an element of the current brand identity to promote a new line or product or even to show that they have evolved and therefore consumers should try them again. Rebranding can also be used to bring in new or existing customers.


From the case studies looking into M&S, Burberry, Clintons and ITV, I have come to the conclusion that a new look for an out of date, failing business, is a good way to get noticed by the public again and to stay connected with them. A rebrand updates a business and gives it the opportunity to start afresh, either becoming relevant to the public again or to appeal to a wider or new audience.

M&S and Clintons, both had rebrands due to feeling dated and both having significant decreases in sales. These businesses were unable to keep up with their competitors on the high street. Burberry had a rebrand because of rumours, associating them with ‘hooligans’, which lead to the risk of being seen as frumpy and over-extended. M&S and Clintons both neglected their websites and did not notice the development in technology, unlike competitors. Purchasing items online became popular in 1990 as it was easy and convenient to use. ITV on the other hand, based their rebrand around new technologies and the way in which the public now consume the media.

All four businesses wanted to change their image or the image of their products so that they were relevant to the public again. M&S wanted to feel modern, brighter and wanted to have a more spacious contemporary design. Clintons was left feeling fresh and clean with a new design that reflects more of a lifestyle brand with a modern fascia.

ITVs rebrand has given every channel a new colour scheme, colour picking logo, which blends in with their advertisements and a set of new idents.

Burberry remembered what it is that they are famous for and became relevant by mixing together some of the old style with new, modern trends. Burberry also used well known celebrities to capture the public’s attention, which influenced them to start purchasing Burberry items again.

Clintons new look is modern and is easier for consumers to navigate around the shops making it a more enjoyable experience. ITV has taken the British publics experiences and included their own programme content to entertain them, forming an emotional bond with them. ITV now has a consistent identity across everything that they do. M&S have changed their identity and have also included the public’s experience in their logo, which reached out and touched every customer that was once disappointed with M&S. For many years the public have abbreviated the name to M&S and therefore the name has stuck with them right from childhood to their adult years.  M&S kept the abbreviated name and added ‘Your’, to symbolise the business being owned by the public, giving them everything that they possess. Clintons also kept part of the existing name so that it would still be recognized by the public; however their curiosity would pull them into the shops to browse the new design and layout.


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