Brand makeover can be seen as a re-branding effort. Well, it includes the whole gamut of changes starting from minor packaging modification to major re-branding like projecting a new image or introducing a new product feature. Are such changes really necessary? Is this makeover necessary for well-performing brands to?
The core answer to the need for brand makeover lies in the nature of human minds. Human minds are dynamic. It changes over time. So are the dimensions of expectation that revolve around a brand. In order to match with this trend of changing consumers’ expectations, tastes and preferences, a brand must project an ‘up-to-date’ image to its audience’s minds. It should not project a ‘grown-old-and-obsolete’ image to its customers, just to yield its way to newcomer brands that may carry a newer look.
These makeover efforts have created a breeding ground for battles among brands. Recent trend shows that, this makeover cycle time has significantly been reduced, particularly in fast moving consumer products. Take the example of Lux soap in Bangladesh. It is almost in every six months or less that we see new packaging with new features that Unilever is bringing into the market. Its commercials follow suit, obviously.
It seems that, tougher the competition is, shorter is this cycle of makeover. It is not only the weak brands that need to follow a makeover, rather strong brands also pursue this tactic to stay current and relevant in the market.