The rebranding of Electrica Soluziona SA - a case study

• Author: Gomoescu M.
• Pages: 9-22

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 9 (58) No. 1 - 2016

The rebranding of Electrica Soluziona SA -

a case study

Monica GOMOESCU1

Abstract: 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.

Key-words: brand name, rebranding, marketing strategy

1. Introduction

The articles published in the last years in the Romanian media, and not only,

revealed that during their evolution process many companies on the market come to

moments when they need to reinvent themselves. This decision can be based on

many reasons: either they want to address another target audience, or they intend to

modify the offer for services or products, or the structure of shareholders has

changed, or they want to adapt to the requirements of a market under permanent

change. In this context, the companies choose to invest big amounts of euros in

order to communicate their new identity.

Electrica Soluziona SA, a company that supplies consultancy services and

software solutions, decided to make a rebranding after the main shareholder

changed, 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.

1 Transilvania University of Braşov, ion.popescu@unitbv.ro