Poll: Do you think rebranding is worth millions of euro?

An Post’s new look cost the postal service provider €5 million.

By Conor McMahon Deputy editor, Fora

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“.

Younger companies have also been undergoing makeovers in recent weeks, including Teamwork, which has dropped the .com from its name, and WeBringg, which is now called WeDispatch.

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?