1.Rationale

I think that my current company needs a rebrand because it is currently not selling very well to one of their biggest target markets:young adults. It does not currently appeal very well to teenagers and college/university students because the brand is viewed mostly as a professional company and does not have a "cool" factor. Although professional photographers use their products, and maybe some older people like parents use it, a large age group is untouched, which if Canon catered more to, their company would see far larger revenues.