Editing Rebranding (section)

==Products==
{{Multiple image
| header            = 2020: King Arthur Flour rebrands as [[King Arthur Baking]]
| align             = right
| direction         = 
| total_width       = 300
| perrow            = 2
| image1            = Sack of King Arthur Bread flour.jpg
| caption1          = [[Bread flour]] packaging before rebranding, featuring a [[Crusades|Crusader]]-esque knight
| image2            = Sack of King Arthur all purpose flour (cropped).jpg
| caption2          = [[All-purpose flour]] after rebranding; the knight (and [[Cross]]es even on crown) disappears.
}}
As for product offerings, when they are marketed separately to several target markets this is called [[market segmentation]]. When part of a market segmentation strategy involves offering significantly different products in each market, this is called [[product differentiation]]. This market segmentation/product differentiation process can be thought of as a form of rebranding. What distinguishes it from other forms of rebranding is that the process does not entail the elimination of the original brand image. Rebranding in this manner allows one set of engineering and QA to be used to create multiple products with minimal modifications and additional expense. Another form of product rebranding is the sale of a product manufactured by another company under a new name: an [[original design manufacturer]] is a company that manufactures a product, often in a location with lower operating costs, which is eventually branded by another firm for sale.

Following a merger or acquisition, companies usually rebrand newly-acquired products to keep them consistent with an existing product line, such as [[NortonLifeLock|Symantec]] placing acquired security and utility software under its [[Norton (Symantec)|Norton]] brand (itself an offshoot of flagship product [[Norton Antivirus]]). This can also happen in reverse if an acquired brand has [[brand recognition|wider recognition]] in the market than that of the purchaser, such as [[Chemical Bank]] taking on the [[Chase Bank|Chase]] branding after its merger with the company.<ref>[https://www.nytimes.com/1995/08/29/us/banking-s-new-giant-deal-chase-chemical-agree-merge-10-billion-deal-creating.html Banking's New Giant: The Deal; Chase and Chemical Agree to Merge in $10 Billion Deal Creating Largest U.S. Bank].  ''The New York Times'', August 29, 1995</ref><ref>{{cite news| url=https://www.nytimes.com/1995/08/29/business/market-place-as-more-banks-vanish-wall-st-cheers.html| title=As More Banks Vanish, Wall St. Cheers| last=Norris| first=Floyd| work=The New York Times| date=August 29, 1995}}</ref><ref>[https://www.nytimes.com/1995/08/30/opinion/the-nation-s-biggest-bank.html The Nation's Biggest Bank].  ''The New York Times'', August 30, 1995</ref><ref>{{cite news| url=https://www.nytimes.com/1995/09/29/business/chemical-wins-most-top-posts-in-chase-merger.html| title=Chemical Wins Most Top Posts In Chase Merger| last=Hansell| first=Saul| work=The New York Times| date=September 29, 1995}}</ref>