The Re-Branding Process The Re-Branding process is a process where companies change or renew or redo an existing brand to make it better. In this Re-branding process is to differentiate products from their competitors and to influence consumers about products and services by making them more modern and more relevant to consumer needs. Rebranding is not just a logo change, but rebranding also includes a change in message, a change in how to approach consumers by understanding these consumers, analysing changes in target markets while undergoing opportunities for brand expansion and repositioning, or even changes in what is promised to consumers. Rebranding fundamentally changes what a company offers, because the foundation of a brand is what it promises to deliver. Rebranding can also mean changing the promise of a brand. B. History of Apple The first computer made by Wozniack, the Apple I, had only a few advantages.Although simple, this design was a masterpiece using a much smaller number of components compared to other computers.With the help of another friend, Ronald Wayne, they began to produce it. Apple is a multinational corporation engaged in the planning, development and sale of goods.Apple is known for its range of software products including OS X and iOS operating systems, iTunes music player, iPod song player and iPhone mobile phones. History of the Apple logo Without a bite, it would look like an orange fruit, so to distinguish it, a bitten apple was made as their logo. Inspired by Alan Turning, the father of the modern computer who ended his life by eating an apple containing cyanide.-Some say, the bite means byte. The term comes from the memory capacity of computers, which is mega bytes, terra bytes. The philosophy is that the apple is analogous to science. The bite is a symbol that humans cannot eat all the knowledge, but only a portion of it. Remembering Isaac Newton (the theory of gravity is said to have been discovered after Newton saw an apple fall from a tree). There are also those who argue that when you see the Apple brand, you have tasted the sophistication and elegance of Apple products. According to the history above, in the current era of globalisation, competition in the world of business and business is very tight, both competition in the service industry and products along with the development of technological advances. Facing this competition, each company has its own strategy to stay ahead of other competitors. One of the strategies carried out by the company to stay ahead and develop is by changing the brand at the company. Brand changes are very important to differentiate our products from competitors' products. A brand is a company's unique design, or trademark that distinguishes its offerings from other entrants' product categories. A brand denotes a company's offering, and differentiates it from other products in the market. The brand name and logo display will work together to
communicate and position the brand image so that the customer will feel satisfied with our product. C. Apple's re-branding objectives 1. Competition In dynamic environmental conditions and also increasingly competition in apple products will be increasingly heavy / aggressive with other competitors. It is hoped that this re-branding process in terms of competition is useful for changing offers to the market so that the apple company can realise a better / more appropriate brand in target consumers. 2. Innovation Where this innovation aims to bring up new ideas over time with increasingly sophisticated, modern and developing technology so that the company begins to innovate to re-brand / renew apple. As well as making re-branding an expression that is raised by the evolution of the apple company and ensuring brand changes will be made. 3. The existence of new leadership With the new leadership, the leaders / superiors of the company automatically accompany the beginning of their leadership, namely they want to change the symbol / brand of the apple company according to their own ideas in the company they lead. So that the product becomes better and satisfies consumer customer needs. 4. Repositioning Repositioning here aims to change the position of a brand, for example changing the apple price strategy from an economical price to a premium price, so it requires re-branding to signal a change in direction, service, product offering, focus, attitude and strategy to the target market. 5. The company wants to be more advanced and developed When the apple company wants to be more advanced and develop from a small company / others want to develop into a company that is more advanced and develop.