Public Relations

Rebranding Projects and Brand Migration

Rebranding changes how an organisation looks, sounds and is perceived. This course covers deciding whether to rebrand, research, brand strategy, naming and identity, managing stakeholders, launch planning, migrating assets and signage, and protecting brand equity during the transition.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Badly managed rebrands confuse customers and waste money. You will learn to plan and deliver a smooth brand change.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Rebrand case studies, migration planning, launch workshops and stakeholder exercises.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Assess whether and why to rebrand
Research brand perceptions
Develop brand strategy and identity briefs
Engage stakeholders in the rebrand
Plan the brand launch
Manage brand migration and protect equity

Target audience

Who should attend.

This course is suitable for:

Brand and marketing managers
Corporate communication directors
PR professionals
Project managers
Design managers

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Rebrand assessment
Brand research
Identity briefing
Launch planning
Migration management

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1To Rebrand or Not

09:00–10:08Reasons
10:08–11:00Risks
11:00–11:30Coffee break
11:30–11:45Risks (continued)
11:45–12:53Case studies
12:53–14:00Exercise

Day 2Research and Strategy

09:00–10:08Perception research
10:08–11:00Positioning
11:00–11:30Coffee break
11:30–11:45Positioning (continued)
11:45–12:53Strategy
12:53–14:00Workshop

Day 3Identity

09:00–10:08Naming
10:08–11:00Visual identity
11:00–11:30Coffee break
11:30–11:45Visual identity (continued)
11:45–12:53Design briefs
12:53–14:00Exercise

Day 4Stakeholders and Launch

09:00–10:08Internal engagement
10:08–11:00Launch plan
11:00–11:30Coffee break
11:30–11:45Launch plan (continued)
11:45–12:53Media
12:53–14:00Workshop

Day 5Migration

09:00–10:08Asset audit
10:08–11:00Signage and digital
11:00–11:30Coffee break
11:30–11:45Signage and digital (continued)
11:45–12:53Equity protection
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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