Your brand is how people recognize your company, identify with your mission, and view your product offerings. While it’s important to evaluate your brand (and perhaps make revisions), a complete rebrand may not always be the best option.
Sometimes rebranding efforts make sense. Philip Morris, for instance, opted to rebrand as Altria to distance itself from its major associations with tobacco and cancer. The move made sense for customer retention and recognition, but other rebranding campaigns have left customers confused.
