{"id":120720,"date":"2018-04-20T12:44:06","date_gmt":"2018-04-20T12:44:06","guid":{"rendered":"https:\/\/webkul.com\/blog\/?p=120720"},"modified":"2018-04-24T11:38:46","modified_gmt":"2018-04-24T11:38:46","slug":"debranding-the-next-great-step-for-marketing","status":"publish","type":"post","link":"https:\/\/webkul.com\/blog\/debranding-the-next-great-step-for-marketing\/","title":{"rendered":"Debranding – The next great step for Marketing"},"content":{"rendered":"

Debranding- the next step towards promotion<\/u><\/b><\/span><\/p>\n

What initial thought comes to your mind while thinking of your favorite products. We generally recall their brand names. Admitting the fact, still, products are recognized from their brand images or logo. Many companies are approaching the strategy of Debranding. Instead\u00a0of using their brand name or logos, products and services will be sold without brand names or logos. Apparently,\u00a0\u00a0Eliminating a well- known brand from a product or a company is an appropriate marketing strategy as it makes the brand look less corporate and more consumer-oriented<\/span>.<\/strong> This strategy became popular for the companies who want to expand their business and differentiate themselves from others by removing their brand-name or logo.<\/p>\n

As Shakespeare famously wrote, \u201cWhat\u2019s in the name”<\/strong>? A common phrase I know but nonetheless very appropriate.<\/strong><\/p>\n

Well what exactly Debranding is?<\/p>\n

Debranding basically means promoting your product without the logo or brand name. In a more broader sense, Debranding is a process of de-corporatizing where a company removes its brand name or logo from its marketing collateral.\u00a0The key strategy of debranding is to hide commercial logos and even brands completely.<\/span><\/strong>\u00a0 This strategy is adopted by those who want to be more consumer-centric without removing its logo. Also, it can be said eliminating the logo from its products in order to increase the sale and customer engagement. Moreover, the intention of removing logo is to make it less corporate and more personal.<\/p>\n

Debranding will certainly attract the customers’ attention. As people are always curious they would find out the whole story for implementing the debranding strategy. As you all know that brand experience is the main dish for all marketers. Initially,\u00a0 brand-names were used to promote their products using the brand name. But now the scenario has changed and every marketer used the strategy of debranding in order to promote their products. Some of the examples of Debranding is\u00a0 Nike, Coca-Cola, Stella Artois, Starbucks.<\/p>\n

TYPES OF DEBRANDING<\/span><\/span><\/strong><\/p>\n

Generally, Debranding is classified into three categories:<\/p>\n

1). Removing the Logo completely<\/u><\/b>– This type of debranding includes the removal of company’s logo\u00a0for a specific marketing campaign. The best example of this type of debranding is Coca-Cola. Instead of using the brand name for marketing they used 150 common names for marketing purpose.<\/p>\n

2).\u00a0Removing the name from the logo, just keeping the bug<\/span><\/strong>– This is the scenario of removing the company name and just keeping other symbols in order to identify the brands somehow.\u00a0 “Starbucks”<\/strong> adapted this strategy removed its name from its coffee cup in U.K last year just leaving the siren symbol behind. With the passage of time, the staff of the Starbucks adapted one more strategy, in which they used to ask the names of the customers so that their names can be written on the takeaway cups with the line We are Starbucks. Nice to meet you\u201d. This was implemented to make its services more personal and less corporate.<\/p>\n

3).Going Generic<\/u><\/b>–\u00a0 \u00a0The best example is peeling of Walmart stickers from apples in order to sell them in the local market after their expiration date. Propelling\u00a0generic labels on the cans increases the competition and gains the market share.This strategy was another manifestation of modern debranding is the wordless logo. This type of debranding includes the procedure of removing a brand name from its logo and acquiring local independent business without their brands. Usually, multinational companies have begun dropping their names from their logos, leaving only the symbols. It is psychologically easier to relate to a visual than it is to a name, meaning that consumers form stronger relationships with brands they might otherwise be critical of.<\/p>\n

Some real-life examples of Debranding-\u00a0 A\u00a0brief about debranding strategies of Coca-Cola and Thailand Tourism that resulted positively.<\/strong><\/span><\/p>\n

\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0\u00a0Coca-Cola’s Debranding Crusade.<\/span><\/strong><\/p>\n