Rebranding Case Study: 17+ Success Stories of Brands That Changed for the Better and You Can Too in 2024

By: | June 15, 2022 | Tags: , , , |


rebranding case study

Are you looking for a rebranding case study to follow?

During the last two years, companies were forced to rebrand in order to stay in business.

For instance, store owners that lost foot traffic switched to printing masks which were sorely in need.

You will find more than one creative rebranding case study success story here.

By the time you’re done reading this rebranding case study guide, you’ll be able to replicate the success stories. You’ll also be able to avoid the disappointments that this article also shares.

This post presents these success stories in hopes you can find at least one rebranding case study you can use as your action plan to follow.

I asked the experts at HARO (Help a Reporter Out) to provide rebranding case study examples in the form of success stories of businesses that made a change toward a more successful path.

This is what I asked the HARO experts:

“I am writing a post about companies that successfully rebranded. Please send three examples of rebranding success stories. What was the company like before the rebrand? What was the company like after the rebrand?”

Perhaps you’ll be inspired by these rebranding case study examples to make your own pivot that will lead toward greater business success.

By reading this guide, you can find a rebranding case study you can follow to boost your business’s success.

This post about how to conduct a rebranding case study will show you if it’s even worth your time to rebrand.

Which companies got it right? Let’s start looking at an example of a rebranding case study you can tweak for your business.

If you are only interested in the McDonalds rebranding case study and Target rebranding case study, watch this video.

What Does “Rebranding” Mean?

When a company rebrands, they intend to change the firm’s image.

Many brands change by becoming disruptors. In other words, they disrupt their industries. When they change, in order to keep up with the disruptor, the whole industry has to change.

For instance, their new way of operating might make the old way obsolete for everyone in their niche.

When they invent a product that makes their competitors’ products seem outdated, this is called a disruptive product.

This post shares 17 rebrands that resulted in greater success for the companies.

Read on to discover these companies’ success stories.

Rebranding Case Study: 17 Changes That Worked

Which rebranding case study is the most ingenious? Which will you use as an action plan?

Examples of a Successful Rebranding Case Study

What was the company like before the rebrand? What was the company like after the rebrand?

Rebranding Case Study #1: ANS

Ans: Rebranding is a thoughtful process of changing the brand image of the entire organization. It is also a strategic technique or a way to give a new brand name, logo, values, mission change in the design and overall look and feet for the established brand.

There are countless numbers of traditional as well as modern businesses who, at some point, feel unsatisfied when they release some different product and for which they stand differently. The rebranding process starts in the picture, and rebranding is very good and necessary today, especially in the modern business where there is a lot of competition among the different brands.

Rebranding your company or your product is a strategic decision used to upgrade the company’s image and occupy the space in the minds of the people when they are rebranding to make the lifestyle better.

For example, people do not value the BMW automobiles for their features, color or design features. These elements change every year as per the new trend. So, people value the company name and its logo more than the cars. This is what we can call rebranding.

Lyle Florez,

Ans: Rebranding can range from the feel and look of a company to the entire structure of the company’s identity. Good rebranding done at the right time can provide the business with many opportunities.

Rebranding Case Study #2: Microsoft

Microsoft’s search engine was formerly known as Bing, but in 2020 Microsoft renamed it from Bing to Microsoft Bing. This name rebranding states it clearly that the search engine belongs to the Microsoft team. Also, the logo was adjusted to fit Microsoft’s corporate design.

It is clear that rebranding does not usually require a complete change of the external features.

Rebranding Case Study #3: Merck

In 2015, Merck’s chemical and pharmaceutical company decided to rebrand their identity from a classic chemical and pharmaceutical company to a global science and technology group. To achieve this, Merck removed outdated elements and replaced them with newer eye-catching ones to further represent their brand name.

Rebranding Case Study #4: McDonalds “Supersize Me”

rebranding case study
Photo by Mikechie Esparagoza on

McDonald’s, a leading company in the fast-food industry, did not have a good image. The company was widely seen as a lowbrow and unhealthy food option for lunch.

In 2004, McDonald released the popular documentary known as “Supersize Me,” and this played a great role in further proving why fast food was not good for people’s health. But in 2006, McDonald reviewed their menu and started providing healthier options that could easily appeal to people, and this gave them a new image.

Jason CordesPosition,

Rebranding Case Study #5: Pepsi

Pepsi rebranded as “Pepsi Zero” in order to attract a more youthful audience.

When Pepsi announced their new Pepsi Zero line, they knew that they needed to target a younger audience. They created a completely new logo and packaging that was designed to look more like something you would see on social media or in a trendy bar. The goal was to create an image that was fun and youthful, while still being credible and respectable. After the rebranding, Pepsi saw a significant increase in sales among young adults.

Rebranding Case Study #6: Dell

Dell rebranded as “Dell Inspirion” to appeal to a more tech-savvy customer base.

Dell was a company that had been around for years, but its brand wasn’t very well-known or respected. They decided to rebrand and try to appeal to a more tech-savvy customer base. After the rebrand, Dell’s sales increased significantly and its image shifted from being a traditional computer company to one that was more in touch with the latest technological trends.

Rebranding Case Study #7: McDonalds McCafé

rebranding case study
Photo by Jill Evans on

McDonald’s rebranded its McCafé coffee shops as “McDonald’s Coffee” to attract a more upscale clientele.

Prior to the rebrand, McDonald’s McCafé coffee shops were generally known for their lower quality coffee and lackluster customer service. After the rebrand, McDonald’s Coffee locations became more upscale, with a focus on providing high-quality coffee and attentive customer service. The results of the rebrand were positive; sales increased by 7% and Average Ticket Price (ATP) increased by 5%.

Asako Ito, Divine Lashes

Rebranding Case Study #8: Dunkin’ Donuts

Dunkin’ Donuts has changed its name and officially became Dunkin’ earlier this year. While this brand is identical to donuts, it no longer needs the word “donuts” to leave a mark on the customers.

This company is the best example of successful rebranding as it streamlines the experience for the customers while staying true to its heritage. Such rebranding executes from inside the store to the outside world, including store remodels, logo redesign, different brand messaging on the marketing channels, etc.

Rebranding Case Study #9 Dominos

This brand was at a loss in 2009 when it held only a 9% share of the entire pizza restaurant market. But this company transformed everything with a successful rebranding as it started focusing on fixing what customers didn’t like about its products. Therefore, as a result, by 2016, the company held a 15% share of the market and had become the higher customer fidelity among the pizza chains. 

Stella Cooper, PaydayLoansUK                                      

Rebranding Case Study? More like a new birth!

It is true that a brand’s success does not depend solely on its products or services. How the audience perceives the brand also plays a major role.

Here are a few brands that rebranded successfully:

Regarding Dominos, our expert added:

Domino’s: What comes to mind with this name? Most people would say Pizza and rightly so. But the brand was turning in huge losses towards 2010-11 and was almost on the verge of shutting down. But the strategy to rebrand and focus on customer feedback is what made them stand where they are today.

Rebranding Case Study #10: Harley-Davidson

Harley-Davidson: Once on the edge of bankruptcy, Harley-Davidson and its rebranding should be taught in B-Schools. Tough decisions of weeding out the unimpactful individuals from the management and not compromising on the high quality are what made Harley-Davidson’s rebranding a success.

Rebranding Case Study #11: Target

Target: There was a time when Target used to be another one of those discount supermarket chains that could not be distinguished from its counterparts. Until one day when they decided to join hands with renowned designers and launch their line of apparel which is how they successfully rebranded themselves.

Eliana Levine,  

I have seen various rebranded success stories in the past few years. I would share my best three here.

Here is my take on your query.

Before explaining, the three rebrand success stories include Dunkin’, Tupperware, and Domino’s.

Regarding Dunkin’ Donuts, our expert added,

In the early days of 2022, Dunkin’ Donuts officially became “Dunkin’.” Customers have become familiar with the brand even without using donuts in it, thanks to their tagline, “America runs on Dunkin”. The rebranding includes logo redesign, packaging design, store models, and marketing communication. It is a rebranding success.

Rebranding Case Study #12: Tupperware

Next, we have Tupperware, the brand best known for durable household products. While becoming less relevant due to cheaper alternatives and better competitor branding, Tupperware hits back after a proper rebranding (tagline: Confidence Becomes You) and price optimization approach. The rebrand was a success, and we see a major part of the USA and Indian population using Tupperware for their households.

Editor’s Note: Regarding Domino’s, our expert added,

“Finally, we have Domino’s. It was a literal loss and failure in 2009, having 9% of the market share. The company altered this with rebranding. They focused on what customers disliked. As a result, they received a 15% market share and held the highest customer loyalty among pizza chains.”
Radhika Gupta, 


Here is a list of three distinct companies that rebranded down to a change of name and now they have established their new brand successfully.

Rebranding Case Study #13: Instagram

Burbn is a social media app made by founders Kevin Systron and Mike Kreiger; the media app did not receive a favorable welcome on the social media market because of its many undesirable features.

Until October 6th, 2010 when they reintroduced themselves to the market as Instagram, with new and better features, they have been able to stay relevant as one of the highest-grossing and most used social media apps.

Related Reading: Advantages and Disadvantages of Instagram

Rebranding Case Study #14: PayPal

Confinity was doomed to a downward plunge in the financial market as its financial exchange app did not receive much acceptance.

Merging with Elon Musk’s granted them an opportunity for a name change and a rebrand becoming the very successful PayPal that we know today.

Rebranding Case Study #15: Google

It was earlier called Backrub, a search engine for the early 1990s but it was way less of a success because the pun of the name did not sit well with the crowd of that time. So in other to gain a place and social acceptance, the name was changed to Google in 1997 and it has remained relevant and successful as a rebranded company to date.

Ellie Walters,

Rebranding Case Study #16: MeWe

MeWe, the social media platform, was formed in 2012 and underperformed as a contender in the social media space.

In 2016, MeWe rebranded as a Facebook competitor. Also known as a Facebook clone, MeWe was virtually like Facebook in every way except one. Unlike Facebook, MeWe guaranteed your privacy would be protected and your data would be safe.

MeWe experienced stratospheric success as a result and today offers social media users a Facebook alternative.

More information about MeWe can be found in these MeWe reviews.

Rebranding Case Study #17: Burger King

Did you know Burger King rebranded by changing its packaging?

In 2022, Burger King changed its branding by adopting a flat logo.

According to a source, the fast-food giant wanted a more nostalgic brand with colors that consumers associate with food.

Rebranding Case Study #18: HARO

At the end of 2023, HARO (Help a Reporter Out) rebranded as Connectively. The premise of HARO was to pitch a journalist your tip. If they chose you, you received a link from an authority source. The link helped with SEO and the exposure helped boost corporate branding. Since Google prioritizes EEAT (Expertise, Experience, Authority, and Trustworthiness), when the journalist mentioned you in the article, you improved both SEO and authority in your niche.

The reason for the rebrand: HARO was overrun by AI content submissions.

A Rebranding Case Study That Didn’t Work

New Kids on the Block, NKOTB

New Kids on the Block was a boy band that was extremely successful in the late 1980’s and early 1990’s. They sold more than 70 million records worldwide.

After experiencing unprecedented success, the group rebranded as NKOTB, an acronym for New Kids on the Block.

They immediately lost popularity. Despite trying to regain their success and go back to being known as “New Kids on the Block,” the group could never revive their superstardom.

Although New Kids on the Block is not a company, you get the idea that not all brands who try to change their images do so successfully.

Corporate Branding

corporate branding

Corporate branding is the practice of promoting the brand name of a corporate entity as a whole, rather than focusing on specific products or services. This approach aims to create a strong, unified identity that resonates with customers, employees, and stakeholders.

When done effectively, corporate branding can lead to several benefits:

  1. Trust and Credibility: A consistent and well-recognized corporate brand can foster trust and credibility among consumers. They are more likely to do business with a company they recognize and respect.
  2. Loyalty and Retention: A strong corporate brand can build customer loyalty. When customers feel connected to your brand, they are more likely to return and recommend your business to others.
  3. Competitive Edge: Corporate branding can set you apart from competitors. A unique and memorable brand identity makes it easier for customers to choose your company over others.
  4. Employee Engagement: A cohesive brand identity can also enhance employee morale and engagement. When employees believe in the company’s mission and values, they are more motivated and productive.
  5. Consistency Across Channels: Corporate branding ensures consistency across all marketing channels, from your website and social media to print materials and advertisements. This uniformity strengthens your brand image and makes it more recognizable.

To implement a successful corporate branding strategy, consider the following steps:

  • Define Your Brand Values: Clearly articulate what your company stands for, its mission, vision, and core values. These should be reflected in every aspect of your branding.
  • Develop a Strong Visual Identity: This includes your logo, color scheme, typography, and other visual elements. Consistency in visual identity helps in brand recognition.
  • Craft a Compelling Brand Story: Share the story behind your brand. This humanizes your company and helps people connect with it on an emotional level.
  • Ensure Consistent Messaging: All your communications should align with your brand values and identity. This includes your marketing materials, social media posts, customer service interactions, and internal communications.
  • Engage with Your Audience: Build relationships with your customers by engaging with them regularly. Use social media, email newsletters, and other channels to keep them informed and involved.

Do you want examples of corporate branding developing a strong visual identity? Here you go:

Snapchat text font changed from Helvetica to Avenir Next.

corporate branding

Here you see an example of the font the restaurant chain CAVA uses.

By focusing on corporate branding, you can create a strong, unified brand identity that stands out in the marketplace and resonates with your audience. This approach not only enhances your company’s reputation but also contributes to long-term success.

Wrapping Up: Rebranding Case Study

In closing, this article presented 17 examples of a rebranding case study that worked for different brands.

Now that you’ve read them, you can also cut through the noise and stand out in your niche.

Did you notice that these companies all emerged as authorities in their industries after they rebranded?

Please share so entrepreneurs can follow a rebranding case study found here and become a success like these business owners.

I look forward to your views in the comments section. Did you find any rebranding case studies inspirational? Do you think you can follow a company’s example that made a successful pivot?

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