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A company’s brand shapes its identity and dictates both how it is perceived and how it wants to be seen. This includes logos, websites, marketing strategies, and even customer interactions. Ideally, a brand should reflect the company’s values while maintaining an appealing image.

But change is inevitable. The market evolves, new business opportunities arise, and company philosophies shift. When that happens, a brand must adapt.

What Does Rebranding Involve?

Rebranding can be minor or major. For a person, it could be as simple as a new haircut or as drastic as relocating to another country. Companies experience the same spectrum—some update their logos, while others undergo complete transformations.

Global Brands That Have Rebranded

Many well-known brands have rebranded for different reasons, with varying levels of success.

Recently, Oxford Dictionaries rebranded to “Oxford Languages” to better reflect their shift from a dictionary publisher to a language content provider. Their new identity features a refreshing color gradient.

In 2018, Dunkin’ Donuts dropped “Donuts” from its name, becoming just “Dunkin’.” The company still serves donuts, but the change emphasizes its focus on being a “beverage-led, on-the-go brand,” highlighting coffee and drinks.

Old Spice, founded in 1937, once had an outdated image. To stay competitive, it underwent a complete transformation. The brand introduced a fresh marketing direction aimed at younger consumers. Their “Man Your Man Could Smell Like” campaign became a viral success, helping Old Spice stay relevant.

Filipino Brands That Successfully Rebranded

Several well-loved Filipino brands have also rebranded to stay relevant.

National Book Store

National Book Store is a familiar name for many generations of Filipinos. Founded in 1942, its original white-and-red-striped logo remained unchanged until 1996 when it was replaced with a modern red background and script-style “National.” In 2016, they refined the logo further, reducing the size of “Book Store.” Along with store redesigns and service improvements, these subtle changes helped National Book Store maintain its leading position.

The SM Store

SM Department Store’s rebranding to “The SM Store” modernized its look and attitude. The transformation positioned it as more than just a department store—it became a premier shopping and lifestyle destination. The updated store layout and stylish product offerings aligned with Filipino shoppers’ love for mall experiences.

LBC

LBC also updated its brand to match its evolving services. The company redesigned its logo, modernized the font and shape, and retained its signature red color. They replaced their iconic “Hari ng Padala” tagline with “We like to move it.” Although the change initially sparked debate, LBC’s commitment to service ensured customer loyalty, proving that a well-executed rebrand can pay off.

The Risks and Rewards of Rebranding

Rebranding always involves risk, but it should be a calculated one. A failed rebrand can harm a business, while a successful one can lead to increased profits, better recognition, and stronger longevity. A great brand understands its audience and evolves with them.

Learn more about our work on branding and art direction here.

Illustration / Designer: Andrew Catanyag
Campaign Strategist: Margaret Cantos
Writer: Chris Ignacio