The rebranding of Electrica Soluziona SA - a case study

• Main Author: Monica GOMOESCU
• Format: Article
• Language: English
• Published: Transilvania University Press 2016-07-01
• Series: Bulletin of the Transilvania University of Brasov. Series V : Economic Sciences
• Subjects: brand name; rebranding; marketing strategy
• Online Access: http://webbut.unitbv.ro/Bulletin/Series%20V/2016/BULETIN%20I%20PDF/02_GOMOESCU%20OK.pdf

This article intends to present the design and implementation stages of a rebranding campaign that took place in the Electrica Soluziona SA company. The rebranding targets a company that provides consultancy services and software solutions and that underwent a change of its main shareholders structure, as it was taken over by Indra Group. After being taken over by Indra, Electrica Soluziona has considerably enlarged its product portfolio and the market segments targeted. Thus, it was mandatory to define a complex rebranding campaign. The rebranding process was not determined only by the broadening of activity, but also by the change of visual identity elements, along with the desire of repositioning.