When should a business rebrand.

I recently came across a small business who tends to rebrand almost every year. In two years it has changed it's logo design. There are some companies who tend to rebrand once every few years, then there are some that has been existing for years now but have never rebranded. When do you think is necessary for a company to make rebrands? Is it something that should be done periodically or only when necessary.

When the current brand shot out by the business is stale, it surely needs to be rebranded.

The circumstances under which a business may rebrand is when the business faces some downfall and rebranding could mean revamping the business under a very different approach or business niche.

Rebranding is a good way to upgrading the company's products or services. The high time to do this when they are not gaining profit.