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Most of the time you would consider re-branding after re-innovating your brand, slogan, or changing the brand proposition, but for me I would think of the current situation.
since it is a general question and not specific,I would consider a few things first like:
- is your brand proposition back firing on you?
I remember when I worked within the telecommunication industry, it was something common to change your proposition every few years until they find something steady for them. As most of the companies rarely would they meet their customers' needs.
so for example, A Company wanted to communicate "easier life" as a slogan and their customers redirected it to "harder life". Another company had their slogan as something close to " a world of my choice", again it backfired to be " a world of my theft".
- is your brand serving new segments or offering different categories?
If the brand is known to serve certain types of products, and you are adding a different offerings.
Then re-branding is a great idea. this also applies if your slogan or your products is becoming obsolete.
- A good time for re-branding is catching up with current trends or hypes. Like caring for environment, supporting gender equality, ...etc.
I hope this helps you with my limited experience, and I would love to know the situation that made you consider re-branding.
Re-branding is usually an outcome, rather than a decision. Really depends on the situation and intended outcome.
