{"id":73413,"date":"2023-02-14T13:14:55","date_gmt":"2023-02-14T13:14:55","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=73413"},"modified":"2023-02-16T12:07:33","modified_gmt":"2023-02-16T12:07:33","slug":"lilt-avantajele-si-dezavantajele-rebrandingului-si-o-lectie-de-la-o-maimuta-cantareata","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/ro\/business-marketing\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\/","title":{"rendered":"Lilt: avantajele \u0219i dezavantajele rebrandingului (\u0219i o lec\u021bie de la o maimu\u021b\u0103 c\u00e2nt\u0103rea\u021b\u0103)"},"content":{"rendered":"
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Ast\u0103zi, o pl\u00e2ngem pe Lilt. The Compania Coca-Cola a renun\u021bat la denumirea comercial\u0103 a acestei b\u0103uturi fructate \u0219i r\u0103coritoare. \"Total <\/span>Gustul tropical\" va continua s\u0103 tr\u0103iasc\u0103, rebranduit ca \"Fanta Pineapple and Grapefruit\", dar numele \"Lilt\", \u00eempreun\u0103 cu ambalajul s\u0103u distinctiv, va \u00eenceta s\u0103 mai existe.<\/span><\/p>\n

The Rebranding Lilt<\/a> are ca scop cre\u0219terea v\u00e2nz\u0103rilor prin alinierea cu populara gam\u0103 Fanta. Efortul de rebranding implic\u0103 o revizuire complet\u0103 a ambalajului \u0219i a marketingului produsului. <\/span><\/p>\n

Pe m\u0103sur\u0103 ce o afacere evolueaz\u0103 \u0219i se adapteaz\u0103 la condi\u021biile de pia\u021b\u0103 \u00een schimbare, <\/span>ar putea fi necesar\u0103 o schimbare de marc\u0103 pentru a-\u0219i re\u00eemprosp\u0103ta imaginea \u0219i pentru a alinia mai bine marca la obiectivele sale. Cu toate acestea, poate fi un proces riscant \u0219i costisitor. <\/span>Ne uit\u0103m la o lec\u021bie din trecut \u0219i explor\u0103m avantajele \u0219i dezavantajele unei schimb\u0103ri de brand pentru \u00eentreprinderile care nu sunt at\u00e2t de globale.<\/span><\/p>\n

Feri\u021bi-v\u0103 de m\u0103rcile iubite\"Rebranding<\/a><\/b><\/h2>\n

Oferta de b\u0103uturi carbogazoase din fructe a Coca-Cola este dominat\u0103 de Fanta, care se vinde mai bine dec\u00e2t Lilt cu aproximativ 18 la 1. Av\u00e2nd \u00een vedere aceste cifre, este u\u0219or de \u00een\u021beles de ce Coca-Cola ar dori s\u0103 aduc\u0103 Lilt sub sigla Fanta. Cu toate acestea, poate fi o gre\u0219eal\u0103 s\u0103 subestimezi afec\u021biunea publicului pentru m\u0103rcile tale secundare. O lec\u021bie din istorie care implic\u0103 o maimu\u021b\u0103 care m\u0103n\u00e2nc\u0103 cereale demonstreaz\u0103 foarte bine acest aspect...<\/span><\/p>\n

Nu te pune cu maimu\u021ba<\/b><\/h2>\n

\u00cen 1997, Kellogg's, produc\u0103torul Rice Krispies, a \u00eencercat s\u0103 aduc\u0103 sub acela\u0219i nume versiunea de ciocolat\u0103 a cerealelor pe baz\u0103 de orez. Cu mari cheltuieli, au redenumit Coco Pops drept Choco Krispies, \u00een \u00eencercarea de a alinia sub-brandul. Mi\u0219carea a fost primit\u0103 mai pu\u021bin bine primit\u0103, iar v\u00e2nz\u0103rile au sc\u0103zut vertiginos.\u00a0<\/span><\/p>\n

\u00cen timp ce re\u021beta a r\u0103mas neschimbat\u0103, ceea ce a p\u0103rut s\u0103 enerveze cel mai mult publicul m\u0103rcii a fost faptul c\u0103 numele nu se mai potrivea confortabil \u00een celebrul jingle. Maimu\u021ba Coco a fost nevoit\u0103 acum s\u0103 c\u00e2nte \"I'd rather have a bowl of Choco Krispies\" - un pic cam greu de spus.<\/span><\/p>\n

Voin\u021ba poporului<\/b><\/h2>\n

Scandalul tabloidelor \u0219i protestele publice care au rezultat au determinat Kellogg's s\u0103 \u00ee\u0219i revizuiasc\u0103 pozi\u021bia. Dar iat\u0103 unde au dat lovitura \u00een materie de marketing. \u00cen loc s\u0103 fac\u0103 o \u00eentoarcere rapid\u0103 \u0219i discret\u0103, Kellogg's a ie\u0219it \u00een public \u0219i a anun\u021bat un referendum asupra numelui. Aproape un milion de fani ai cerealelor au votat, iar propunerea de a reveni la \"Coco Pops\" a fost aprobat\u0103 cu o majoritate de 92%.<\/span><\/p>\n

\"\"<\/a><\/p>\n

Poate c\u0103 nu vom \u0219ti niciodat\u0103 dac\u0103 publicitatea rezultat\u0103 a compensat costul rebrandingului, dar modul \u00een care Kellogg a gestionat aceast\u0103 problem\u0103 a demonstrat un adev\u0103rat pricepere comercial\u0103. Dinamismul \u0219i ingeniozitatea lor \u00een luarea deciziilor au f\u0103cut ca atunci c\u00e2nd au sc\u0103pat mingea cu o m\u00e2n\u0103, s\u0103 o poat\u0103 prinde cu cealalt\u0103.<\/span><\/p>\n

S\u0103 fie oare posibil ca Coca-Cola s\u0103 joace un joc mai lung cu noi? Ar putea fi totul un truc de marketing pentru a re\u00eenvia pasiunea pentru Lilt? Va fi oare aceast\u0103 schimbare provocatoare de marc\u0103 pe valul de revolt\u0103 al publicului p\u00e2n\u0103 c\u00e2nd marca Lilt va fi restaurat\u0103 \u00een mod glorios? Sincer, ne \u00eendoim, av\u00e2nd \u00een vedere for\u021ba m\u0103rcii Fanta, dar ar trebui s\u0103 aplaud\u0103m \u00eendr\u0103zneala Coca-Cola dac\u0103 ar fi a\u0219a.<\/span><\/p>\n

Tropical sau toxic?<\/b><\/h2>\n

Unul dintre motivele pentru care m\u0103rcile sunt abandonate este faptul c\u0103 acestea dob\u00e2ndesc asocia\u021bii negative \u00een r\u00e2ndul publicului lor. Acest lucru poate fi rezultatul unui pas gre\u0219it catastrofal sau pur \u0219i simplu pentru c\u0103 au devenit din ce \u00een ce mai pu\u021bin corecte din punct de vedere politic de-a lungul anilor.\u00a0<\/span><\/p>\n

Lilt nu a fost niciodat\u0103 implicat \u00een controverse, dar dac\u0103 am c\u0103uta \u00een mod activ ceva problematic, am putea indica \u00eensu\u0219irea culturii caraibiene.\"\"<\/a><\/span>\u00cen trecut, decorul care a servit ca fundal pentru reclamele de televiziune \u0219i de pres\u0103, precum \u0219i caricaturile Omului Lilt \u0219i, mai t\u00e2rziu, ale Doamnelor Lilt, au fost aliniate \u00een mod deliberat la cultura jamaican\u0103. Asta \u00een ciuda faptului c\u0103 Lilt este disponibil doar \u00een<\/span> Regatul Unit, Irlanda, Gibraltar \u0219i Seychelles<\/span><\/a>.\u00a0<\/span><\/p>\n

Reabilitare de marc\u0103<\/b><\/h2>\n

S\u0103 fie oare Coca-Cola cea care a calculat c\u0103 acest element al m\u0103rcii va deveni mai pu\u021bin pl\u0103cut \u00een timp? Este pu\u021bin probabil. \u00cen realitate, astfel de asocieri pot fi \u00eendep\u0103rtate cu o relativ\u0103 u\u0219urin\u021b\u0103, un proces care, de fapt, este \u00een desf\u0103\u0219urare \u00eenc\u0103 din anii 1990. Chiar \u0219i m\u0103rcile cu un trecut cu adev\u0103rat problematic se pot reabilita f\u0103r\u0103 o schimbare de nume.<\/span><\/p>\n

\"Robertson<\/a>
Robertson e reabilitat<\/figcaption><\/figure>\n

Robertson's Jam a \u00eendurat zeci de ani de controverse \u00eenainte de a renun\u021ba la caricatura rasial\u0103 care f\u0103cea parte integrant\u0103 din brandul lor. Chiar \u0219i dup\u0103 ce <\/span>\"retrag\u00e2nd\" f\u0103r\u0103 regrete Golly<\/span><\/a>, marca a putut continua prin urm\u0103rirea unei direc\u021bii alternative a m\u0103rcii. Publicul poate fi iert\u0103tor fa\u021b\u0103 de m\u0103rcile de lung\u0103 durat\u0103, at\u00e2ta timp c\u00e2t acestea evolueaz\u0103 \u00eentr-un mod sensibil la climatul cultural \u00een schimbare.<\/span><\/p>\n

Avantajele rebrandingului<\/b><\/h2>\n

Cele mai multe \u00eentreprinderi nu sunt la fel de mari ca \u0219i Coca-Cola Company. Dar un bagaj mai mic \u0219i cheltuieli generale mai mici permit \u00eentreprinderilor s\u0103 fie mai dinamice \u00een ceea ce prive\u0219te brandingul. Iat\u0103 de ce o schimbare poate fi un lucru bun.<\/span><\/p>\n

Relevan\u021b\u0103 re\u00eennoit\u0103<\/b><\/h4>\n

\u00cen timp, brandingul unei afaceri poate deveni \u00eenvechit \u0219i irelevant pentru publicul s\u0103u \u021bint\u0103. Rebrandingul poate ajuta afacerea s\u0103 r\u0103m\u00e2n\u0103 actual\u0103 \u0219i competitiv\u0103 pe o pia\u021b\u0103 \u00een schimbare rapid\u0103, asigur\u00e2ndu-se c\u0103 aceasta r\u0103m\u00e2ne relevant\u0103 pentru clien\u021bii s\u0103i.<\/span><\/p>\n

Vizibilitate crescut\u0103<\/b><\/h4>\n

Rebranding-ul poate ajuta, de asemenea, o afacere s\u0103 atrag\u0103 noi clien\u021bi prin cre\u0219terea vizibilit\u0103\u021bii sale. Prin re\u00eemprosp\u0103tarea imaginii \u0219i a marketingului, afacerea poate ajunge la noi audien\u021be \u0219i poate genera interes din partea clien\u021bilor poten\u021biali.<\/span><\/p>\n

Reputa\u021bie \u00eembun\u0103t\u0103\u021bit\u0103<\/b><\/h4>\n

Un efort de rebranding poate contribui la \u00eembun\u0103t\u0103\u021birea reputa\u021biei unei \u00eentreprinderi, \u00een special dac\u0103 aceasta a fost supus\u0103 presei negative sau a fost criticat\u0103. Un efort de rebranding de succes poate ajuta \u00eentreprinderea s\u0103 dep\u0103\u0219easc\u0103 problemele din trecut \u0219i s\u0103 prezinte publicului o imagine mai pozitiv\u0103.<\/span><\/p>\n

Avantaj competitiv<\/b><\/h4>\n

Rebrandingul poate, de asemenea, s\u0103 ofere un avantaj competitiv unei \u00eentreprinderi, diferen\u021biind-o de concuren\u021bii s\u0103i. Prin diferen\u021bierea pe pia\u021b\u0103, \u00eentreprinderea poate atrage clien\u021bi care caut\u0103 ceva nou \u0219i diferit.<\/span><\/p>\n

Contra Rebrandingului<\/b><\/h2>\n

Chiar \u0219i \u00eentreprinderile mici muncesc din greu la brandurile lor \u0219i este greu s\u0103 renun\u021bi la ceva ce ai muncit din greu s\u0103 stabile\u0219ti. Exist\u0103 o serie de factori mai pu\u021bin atractivi care trebuie lua\u021bi \u00een considerare \u00eenainte de un rebranding cu ridicata.<\/span><\/p>\n

Costisitor<\/b><\/h4>\n

Rebranding-ul poate fi un proces costisitor, \u00een special pentru \u00eentreprinderile mici care nu dispun de resursele necesare pentru a investi \u00eentr-o revizuire complet\u0103 a imaginii lor. Costurile pot include totul, de la design \u0219i marketing p\u00e2n\u0103 la taxele legale asociate cu \u00eenregistrarea m\u0103rcii \u0219i re\u00eenregistrarea afacerii.<\/span><\/p>\n

Riscant<\/b><\/h4>\n

Schimbarea m\u0103rcii poate fi, de asemenea, o mi\u0219care riscant\u0103, \u00een special dac\u0103 afacerea are o identitate de marc\u0103 puternic\u0103 \u0219i bine stabilit\u0103 pe pia\u021b\u0103. Un efort de rebranding prost executat poate \u00eenstr\u0103ina clien\u021bii existen\u021bi \u0219i poate afecta reputa\u021bia afacerii.<\/span><\/p>\n

Consumatoare de timp<\/b><\/h4>\n

Rebranding-ul poate fi un proces care necesit\u0103 mult timp, cercet\u0103ri \u0219i planific\u0103ri ample. Este esen\u021bial s\u0103 v\u0103 asigura\u021bi c\u0103 noua imagine de marc\u0103 se aliniaz\u0103 cu obiectivele de afaceri \u0219i rezoneaz\u0103 cu publicul \u021bint\u0103. Acest lucru poate r\u0103pi timp \u0219i resurse valoroase pe care afacerea le-ar putea altfel dedica altor priorit\u0103\u021bi.<\/span><\/p>\n

Rezultate incerte<\/b><\/h4>\n

\u00cen ciuda eforturilor depuse de \u00eentreprindere, nu exist\u0103 nicio garan\u021bie c\u0103 un efort de rebranding va avea succes. Chiar dac\u0103 noua imagine de marc\u0103 este bine primit\u0103 de public, poate dura ceva timp p\u00e2n\u0103 c\u00e2nd se va vedea un impact pozitiv asupra rezultatelor financiare ale afacerii.<\/span><\/p>\n

Rebranding <\/span>poate<\/span><\/i> reprezint\u0103 o modalitate eficient\u0103 pentru \u00eentreprinderi de a r\u0103m\u00e2ne relevante \u0219i competitive pe o pia\u021b\u0103 \u00een schimbare rapid\u0103. Cu toate acestea, este important s\u0103 se ia \u00een considerare avantajele \u0219i dezavantajele \u00eenainte de a se lansa \u00eentr-o astfel de mi\u0219care \u00eendr\u0103znea\u021b\u0103. De\u0219i un efort de rebranding de succes poate aduce o relevan\u021b\u0103 re\u00eennoit\u0103, o vizibilitate sporit\u0103 \u0219i o reputa\u021bie \u00eembun\u0103t\u0103\u021bit\u0103 pentru o afacere. Dar poate fi, de asemenea, costisitor, riscant, consumator de timp \u0219i nesigur \u00een ceea ce prive\u0219te rezultatele. Ca \u00een cazul oric\u0103rei decizii de afaceri, cercetarea \u0219i planificarea atent\u0103 sunt esen\u021biale pentru a face o alegere \u00een cuno\u0219tin\u021b\u0103 de cauz\u0103.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

Today, we mourn Lilt. The Coca-Cola Company has called time on the trade name for this fruity, refreshing drink. The “totally tropical taste” will live on, rebranded as “Fanta Pineapple and Grapefruit” but the name “Lilt”, along with its distinctive packaging, will cease to be. The Lilt rebranding is aimed at boosting sales by aligning […]<\/p>\n","protected":false},"author":134,"featured_media":73418,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[],"class_list":{"0":"post-73413","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing"},"acf":[],"yoast_head":"\nLilt: Rebranding Lessons From A Singing Monkey - Solopress UK<\/title>\n<meta name=\"description\" content=\"Today, we mourn Lilt. The Coca Cola Company has called time on this totally tropical brand. We explore the pros and cons of a brand makeover.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.solopress.com\/blog\/ro\/marketing-de-afaceri\/lilt-avantajele-si-dezavantajele-rebrandingului-si-o-lectie-de-la-o-maimuta-cantareata\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lilt: Rebranding Lessons From A Singing Monkey - Solopress UK\" \/>\n<meta property=\"og:description\" content=\"Today, we mourn Lilt. The Coca Cola Company has called time on this totally tropical brand. We explore the pros and cons of a brand makeover.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.solopress.com\/blog\/ro\/marketing-de-afaceri\/lilt-avantajele-si-dezavantajele-rebrandingului-si-o-lectie-de-la-o-maimuta-cantareata\/\" \/>\n<meta property=\"og:site_name\" content=\"The Latest Print and Design News | Solopress\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Solopress\" \/>\n<meta property=\"article:published_time\" content=\"2023-02-14T13:14:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-02-16T12:07:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2023\/02\/Lilt-Header.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"445\" \/>\n\t<meta property=\"og:image:height\" content=\"334\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Danny Powell\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@solopress\" \/>\n<meta name=\"twitter:site\" content=\"@solopress\" \/>\n<meta name=\"twitter:label1\" content=\"Scris de\" \/>\n\t<meta name=\"twitter:data1\" content=\"Danny Powell\" \/>\n\t<meta name=\"twitter:label2\" content=\"Timp estimat pentru citire\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\\\/\"},\"author\":{\"name\":\"Danny Powell\",\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/#\\\/schema\\\/person\\\/0937555a256c22f94400f4b7e2329c09\"},\"headline\":\"Lilt: the pros and cons of rebranding (and a lesson from a singing monkey)\",\"datePublished\":\"2023-02-14T13:14:55+00:00\",\"dateModified\":\"2023-02-16T12:07:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\\\/\"},\"wordCount\":1258,\"publisher\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/02\\\/Lilt-Header.jpg\",\"articleSection\":[\"Business & Marketing\"],\"inLanguage\":\"ro-RO\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\\\/\",\"url\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\\\/\",\"name\":\"Lilt: Rebranding Lessons From A Singing Monkey - Solopress UK\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/02\\\/Lilt-Header.jpg\",\"datePublished\":\"2023-02-14T13:14:55+00:00\",\"dateModified\":\"2023-02-16T12:07:33+00:00\",\"description\":\"Today, we mourn Lilt. 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