Rebranding Proposal Report

Dell Computers
Paul Flynn
Table of contents

Executive summary .......................................................................................................3

Introduction ...................................................................................................................4
What is re-branding........................................................................................................4
SWOT analysis...............................................................................................................4
Purpose of re-branding...................................................................................................5
Reasons to Rebrand .......................................................................................................5
Examples of re-branding ...............................................................................................6
Design Ideas...................................................................................................................7
Timeline..........................................................................................................................7
Conclusion......................................................................................................................8
Executive summary
The report is for the proposed re-branding of the
computer manufacturer Dell. It outlines the purpose of re
branding and steps to implement changes in dells’ image
and market. The report will focus on the following.

Introduction

This report aims to showcase the advantages and

opportunities of re-branding Dell. It also aims to create
fresh innovative ideas that will enable dell to keep up
with competitors as well as strengthen their market share,
as well as Adapting to a new way of eco friendly business
operation is a key factor in a competitive future.

What is re-branding

Rebranding is the process by which a product or service 
developed with one brand or company or product line 
affiliation is marketed or distributed with a different 
identity. This involves radical changes to the brand's 
logo, brand name, image, marketing strategy, and 
advertising themes. It usually results in the 
repositioning of the brand / company

SWOT analysis

S W
• Well Established Brand • Dell is a computer 
• Dell is the World's  maker, not a compute 
largest PC maker manufacturer
• Dell cuts out the  • Doesn’t cater for the 
retailer and supplies  youth/gaming community.
directly to the 
customers
• PC's are assembled 
using relatively cheap 
labour
O T 
• Gain greater market  • Loose market share
share • Image association with 
• Reach a larger target  dated products. 
market • Loose trendy appeal. 
Purpose of re-branding

Re-branding can recreate a companies profile and excel

them into a new age of wealth and prosperity. Rebranding
aims to reach a wider market and increase market share.
The purpose of rebranding is to keep up to date with
changing trends and diversify target markets and
essentially make money and stay competitive.

Reasons to Rebrand

• To keep up with the times and keep pace with

changing consumer needs (e.g. services,
accessibility, convenience, choice, fashion,
technology).

• Because a brand has become old-fashioned and is in

danger of stagnation or is already in a state of
erosion.

• Due to fierce competition or a fast-changing

environment.

• As a means of blocking or outmanoeuvring

competitors, or a way of handling increased price
competitiveness.

• As a result of globalisation (e.g. Marathon's change

to Snickers in the UK between 1988 and 1990).

• As a result of mergers and acquisitions (e.g. Health

& Racquet Club's change to Virgin Active in 2001).

• In order to generally improve a brand's

competitiveness by creating a common sense of
purpose and unified identity, building staff morale
and pride, as well as a way of attracting the best
talent or even a way of testing new markets or
products.
 • To decrease business development and operational
costs, or a way of countering declining
profitability or consumer confidence.

• To signal a change in direction, focus, attitude or

strategy.

• Where there are complex product portfolios,

considerable advertising and branding clutter, media
proliferation and subsequent audience fragmentation.

• To capitalise on new opportunities or innovative

mediums such as the Internet.

Examples of re-branding
Design Ideas

For logo and image design

1. Colour Schemes
a. Greens – eco Friendly
b. Reds and oranges – performance class
c. Black – sophistication and style
d. White – minimalist and clean look.
2. Fonts
a. Keeps fonts the same for brand recognition
b. Stylize font
c. Make font 3D
3. Images and Graphics
a. Spherical design – international recognition
b. 3D design – modern look
c. Stylized design – trendy look

Timeline

It would take roughly 2 months to conduct market research

and design a new logo.
Conclusion

There are many opportunities in re-branding and dell has

the potential to increase sales and reach a broader target
market. If Dell is to Advance into the next decade re-
branding of their image is essential to their success.