outweighs an outdated or poorly-designed image’s weak brand recognition to existing clients”. A change of image in a large corporation can have costly repercussions (updating signage in multiple locations, large quantities of existing collateral, communicating with a large number of employees, etc.), while small businesses can enjoy more mobility and implement change more quickly. While small businesses can experience growth without necessarily having a professionally designed brand image, "rebranding becomes a critical step for a company to be considered seriously when expanding to more aggressive markets and facing competitors with more established brand images". Impact of rebranding The ubiquitous nature of a company/product brand across all customer touch points makes rebranding a heavy undertaking for companies. According to the iceberg model, 80% of the impact is hidden. The level of impact of changing a brand depends on the degree to which the brand is changed. There are several elements of a brand that can be changed in a rebranding these include the name, the logo, the legal name, and the corporate identity (including visual identity and verbal identity). Changes made only to the company logo have the lowest impact (called a logo-swap), and changes made to the name, legal name, and other identity elements will touch every part of the company and can result in high costs and impact on large complex organizations. Rebranding affects not only marketing material but also digital channels, URLs, signage, clothing, and correspondence. See also Original design manufacturer (ODM) Original equipment manufacturer (OEM) Electronics manufacturing services (EMS) Ayds Brand implementation Product naming List of companies involved in the Holocaust List of politically motivated renamings References Brand management Marketing techniques Product management Types of branding