26 Nov. Every few years, we see channels rebranding themselves – a new look and feel, a new positioning, new colours and sometimes a new logo. What necessitates a rebranding in the first place and how does it work? Do results justify a rebranding?
Sohini Sen | Mumbai | November 26, 2013
A lot of viewers grew up in an age when there was only Doordarshan to watch. The number of shows was less and choices were limited. With the entry of cable television we were suddenly spoilt for choice. Cut to the present. Digitization has opened the door for hundreds of channels to make their way into our living rooms. But with numbers come the struggle to survive. And one of the survival strategies which every channel has gone back to time and again has been to rediscover itself. So, every few years, we see channels rebranding themselves – mostly a new look and feel, a new positioning, and new colours and sometimes a new logo too.
What is rebranding? Nikhil Madhok, Senior VP, Marketing, Star Plus, explained, “Rebranding can happen in three ways: a refreshing of the on-air packaging, a proposition change or a change in content along with positioning. This last one is the only genuine rebranding process.”
A channel’s decision to repackage its look is a popular step. Usually graphics are modernised in order to keep up with rapid changes in the industry. In recent times, Sony’s decision to change the colour of the Sony logo is one such example. This step may or may not be accompanied by a change in programming or positioning.
A channel can also decide to adopt a specific, stated brand position or refresh the one they already have. This is known as a