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Unbranding - Explained

What is Unbranding?

Written by Jason Gordon

Updated at May 2nd, 2022

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Table of Contents

What is Unbranding?What is Unbranding Used? 

What is Unbranding?

Unbranding is used in brand management to reduce a brand’s influence or discontinue the brand. 

Unbranding is one form of rebranding in which the motivation is typically negative and non-voluntarily.

What is Unbranding Used? 

Typically because the brand has developed negative associations in the media and/or among consumers, or hoping to escape the consequences of inferior products / services or some illegal activities. 

Brands are also one of the 7 classes of Strategic Risk mentioned by Slywotzky and Drzik. 

Unbranding can be seen as a subcategory of this risk class, besides brand erosion and brand collapse.

 Rebranding can also occur because of:

  • Altered market circumstances
  • Changed Corporate Mission
  • Changed Strategic Vision
  • Acquisition Integration Approach
  • Aesthetic reasons
  • Legal reasons

Rebranding and unbranding can happen at product, product line, divisional or corporate level in the brand hierarchy.

unbranding unbrand

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