Xiaomi Drops ‘Mi’ Branding to Close the Perception Gap

After over a decade of its launch, Xiaomi, the smartphone major has replaced its ‘Mi’ logo with ‘Xiaomi’logo on September 2021

The benefits of the logo rebranding are: –

  • To present a premium experience to the customers.
  • To close the perception gap between the brand and products.
  • To ensure a unified brand presence across the globe.

 Xiaomi has surpassed Samsung and Apple to become the number one smartphone brand in the world in this June. Rebranding is adopted by some brands to sustain the competitive edge especially when the market is growing and the customer base is evolving. 


Branding creates a comprehensive message for the company, product and services. To know more about the key benefits of brands, check out our program @ https://online.ifheindia.org/.

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Source Articles

ET Brandequity.com September 13, 2021. Xiaomi drops ‘Mi’ branding after over a decade.

Fabrikbrands.com. Rebranding Vs brand refresh: What’s the difference….

Discussion Question

Rebranding fills or kills? Justify with three reasons