LAST WEEK, AN Post officially revealed its swanky new logo – a look that was created after an elaborate rebranding exercise and that set the postal service provider back €5 million.
The rejig comes a few months after another Irish legacy brand, Aer Lingus, rolled out its new (mostly white) image that cost the IAG-owned airline “less than €2 million“.
It’s widely accepted that marketing works to drive sales, but is the risk and the cost of rebranding – which can often result in hefty bills for seemingly minor tweaks – really worth it?
The research suggests it can go either way.
A US analysis of 200 rebranding announcements revealed that a rebrand led to an average 2.46% increase in stock prices… but had “negative abnormal returns” in 40% of cases.
With that in mind, we’re asking Fora readers this week: Do you think rebranding is worth millions of euro?