All companies, small or big, reconsider their branding at some point. Some doubt their identity more often than others. However, it is natural for all companies to face a crisis where they question their existing branding.
Sometimes, people simply don’t like what it is. Other times, rebranding is wanted for the out datedness of the present brand. Companies increasingly want to be like by the masses. This they do by ensuring that they are either trendsetters or religious followers of what’s in.