Unbrand

To remove or eliminate the established brand identity or branding of a product, service, or organization. This process involves intentionally stripping away the trademarks, logos, slogans, and other visual and textual elements that are associated with the brand. The objective of unbranding can vary, ranging from a complete rebranding effort to a strategic decision to disassociate a product or service from a parent brand or a specific set of values. It often signifies a move toward a new target audience or a shift in company direction, product focus, or market strategy. The outcome of the process, depends of the reason for the unbrand but usually aims to provide more options for the product, or to start over on a project with a new target audience.

Unbrand meaning with examples

• The company decided to unbrand its line of processed foods, realizing the negative association with unhealthy eating was hurting sales. They removed the bright packaging and cartoon characters, hoping for a refresh. The new packaging will focus on natural ingredients, reflecting the current consumer demand for cleaner foods and increasing the audience pool. This strategic unbranding will allow them to pivot into the health food market more easily and create a new identity.
• Facing criticism over its environmental practices, the energy company decided to unbrand its outdated logo that prominently featured oil rigs. Their new strategy involves the unbranding of its logo in favor of a neutral design to signal their commitment to renewable energy. This unbranding reflects a shift in their values, which is reflected on their rebranding. The new changes were rolled out gradually across all marketing materials.
• Following a scandal, the celebrity-endorsed product was unbranded. The manufacturer swiftly removed the celebrity's image and name from all product packaging, marketing materials, and advertising campaigns. This was a damage control, and removing the associations helps to minimize any negative impact from the scandal. The company is now choosing a completely different marketing strategy to protect the reputation and sales.
• The company initiated a complete overhaul of their identity, deciding to unbrand the old company name and logo. They needed a new identity to reflect their transformation from a local business to a global corporation. The strategic decision involves unbranding the old name and logo, starting completely fresh with a new brand identity to capture the new vision. The company hopes that the new image will appeal to a wider international audience.
• When a popular restaurant wanted to attract a younger clientele, they unbranded the outdated logo and design to create a modern appeal. The unbranding initiative included removing the dated decor, menu design and color scheme, aiming for a more minimalist and contemporary aesthetic. This refresh included social media and a change in the menu and approach in an attempt to provide more variety for the younger audience.