It’s never easy to re-brand an old iconic company. Its values, impressions, image, services, quality and all other aspects are embedded in the minds of the customer, current or future. There are “fans” of the company, hardcore loyalists to the brand who have to buy in to the new brand promise and image. Since they are the biggest fans, they are the brands biggest ambassadors. So the new brand does not only have to impress the old loyalists but create new ones.
It then becomes harder to re-brand a football club, where the loyalty is far greater than that to a company. The below re-branding exercise undertaken by Brand Harvest for Salgaocar FC is one such where the core of the clubs essence was found and incorporated into the new identity, yet ensuring its contemporary appeal.
*click on the image above to view the entire case study on the website.