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What is Unbranding?
Unbranding is used in brand management to reduce a brand’s influence or discontinue the brand.
Unbranding is one form of rebranding in which the motivation is typically negative and non-voluntarily.
What is Unbranding Used?
Typically because the brand has developed negative associations in the media and/or among consumers, or hoping to escape the consequences of inferior products / services or some illegal activities.
Brands are also one of the 7 classes of Strategic Risk mentioned by Slywotzky and Drzik.
Unbranding can be seen as a subcategory of this risk class, besides brand erosion and brand collapse.
Rebranding can also occur because of:
- Altered market circumstances
- Changed Corporate Mission
- Changed Strategic Vision
- Acquisition Integration Approach
- Aesthetic reasons
- Legal reasons
Rebranding and unbranding can happen at product, product line, divisional or corporate level in the brand hierarchy.