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.