Rubis Gigiri, Nairobi. FILE PHOTO | NMG It is normal for a company to tweak its brand to drive business and reinvigorate presence.
Companies may want to develop new logos, marketing materials as well as names to rejuvenate interest from consumers, employees and investors, as well as stay ahead of competitors.
Recent rebrands in Kenya that have followed mergers and acquisitions include Barclays Kenya to Absa Kenya, KenolKobil/Gulf Energy to Rubis Énergie, Jamii Bora to Kingdom Bank, Transnational to Access Bank Kenya and NIC/CBA to NCBA.
Rubis Energy Kenya managing director Jean-Christian Bergeron said their rebrand was informed by a study that shows that their customers preferred the companies shift to Rubis as it had an international appeal.
Initially, the firm had indicated that it was willing to retain the KenolKobil brand name in the Kenya market.
“They responded that Rubis-as an international brand-would match their expectations and requirements,” said Mr Bergeron.
Rubis goes on buyout spree
Rubis Énergie also acquired Gulf through KenolKobil – its first subsidiary in the Kenyan market — which it had bought earlier at a cost of $353 million (Sh38.3 billion).
To attract new customers as well as retain existing ones, Mr Bergeron revealed that they would put up French Brioche Café Bistros at their service stations nationwide that will offer customers a value add when they are fuelling their vehicles.
“We are also introducing Good African Coffee, a company which supports independent coffee farmers, thus ensuring that coffee is bought at a sustainable price,” he adds.
“We are about to introduce many other offers and services, such as making sunglasses and reading glasses available in our service stations through a partnership with Essilor.”Brand Extreme Kenya lead creative Samuel Gitau said businesses and organisations may want to rebrand to create a fresh appeal to the market as well as target new audiences in order to avoid being left behind in a fast evolving market where new investors are coming into every sector every year."In these dynamic modern times, current and potential customers’ needs keep evolving. Brands need to stay current and adapt or risk being left behind," Mr Gitau advised."New ownership, mergers and acquisitions will also more often be followed by a rebrand. In some instances, a public relations crisis may also be overcome by a rebrand.” Jubilee eyes global market He added that a rebrand may also follow a change in a company’s strategy, introduction of new products and/or services, differentiation […]
