Molto and Re- branding

Top reasons for changing brand or re- branding?

1-    If you see as an owner of a company, your target audience has changed.

2-    If you have a strong competitor in the market, you are eating your share of profitability.

3-    Sometimes, many products that are widely suspected of being good can be found;  Many people believe it.

If it is faced with a position on those above positions;  You will have one of two choices:

·       Either remain in your brand or product format.

·       Or you are doing re- Branding;  That is, rename and design your company or product, changing its image with your customers, and introduce yourself in a brand new form.

Note: We note that changing your brand or re- brand of your platform or business;  It is not easy to fail, and it can lead to catastrophic consequences for the company or product;  Your original identity is lost as you lose market access with a new identity.

Criteria for changing the brand or re- brand:

1-    First, any change to the brand or re- branding action is never random; A pre-study of the market and target audience, as well as the reliance on accurate data and market research, will ensure you have a significant success rate in the new image, which will be reflected on your customers.

As for market research, it would be desirable to answer some important questions such as:

·       What are the demographic characteristics of the target audience?

·       Why is your current brand failing?

·       Is there a way you can keep going with your current brand, or are you targeting a new segment?

·       What's the best way to reach your new audience?

·       What are the best marketing channels to use when changing the brand or rebranding?

·       What are the most significant changes in the nature of targeted audience preferences and tastes?

2-    To become an attractive brand that is easy to reach the public;  Create it through a compelling or light-tangent story;  To reach the largest number of customers with a loud sound.

3-    Simplicity is the secret to success;  This means you can simplify your new identity;  Whether in design or name, try to get away from complexity.

4-    Never mind that your only decision in re- Branding is to change the name or Lugo only! Change must be including one of the reasons we mentioned earlier, and changes are consistent with your new goals and identity.

(Example): A company that has changed the brand or re- branding

In the Egyptian market, and what (edita) food industries did in its "Molto" product:

·       She changed the color of Molto with all his flavors, and the way she wrote the product name.

·       It is also designed for a new look in the form of Smiley Face.

·       The customer's reactions are mixed;  Among people who attacked the new form and criticized the new Lugo and colors as well, others showed their admiration for the new look, and they saw it as a kind of innovation in the modern design of Molto. 

The question that has been raised comes with the risk of many; Why did (edita) make a decision at this particular time to do re- branding for its Molto product?

-        For many years, Molto acquired and controlled the market, but recently a new brand called Olaay, which overshadowed Molto, was introduced better and more widely in the supermarket;  This may be one of the reasons why Molto's sales have been so much affected.

-        The design of "Molto" before re-Branding has been a year and is very natural in the light of our technological development, with many conditions and factors changing in Egyptian society;  Changes in consumer tastes, which are becoming more dark or eye-catching than others, are changing.

-        So, Molto did re-Branding itself at the time in particular.

Finally, the time factor will show whether Molto has been able to carry out the re-Branding process professionally based on market research or unexpected results from this change.