Brand Finance's February 2019 whitepaper "Avoid Arguments and Improve Performance with a Value-Based Approach to Brand Transition Decisions" highlights the importance of evaluating the impact of brand transition on both demand and cost efficiency. Poor planning can lead to significant customer loss following a transition, while a structured evaluation of the benefits to business value is key in deciding on a brand transition. Increased competition, changing tastes, and new product launches can all be reasons for a brand transition. The first step in any assessment is to determine whether a brand change is even possible, as group companies may not be able to be rebranded due to a lack of ownership and control. A value-based approach is crucial in making informed decisions about brand transitions.
