The target audience or its needs have changed

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As is known, the wishes of the target audience are influenced by trends and the financial situation in the country. For example, if natural products are popular with consumers and eco-friendliness is in trend, then when selling goods, manufacturers emphasize the absence of chemical components in them.
Partial or complete change of the company's activities (provision of new services while maintaining old ones).
The market situation has changed, for example, due to the emergence of new products, existing trends. So today the approach to packaging design is changing.
Reformulation, i.e. changes that affected the internal composition of the product. For example, new zealand mobile database a company began using unique recipes for making toothpaste. This competitive advantage must be reflected in the brand.
The price segment in which the company operates has changed. For example, a manufacturer of alcoholic beverages has moved to the production of a more expensive product (elite), and a fashion house has begun to develop a budget clothing collection. In order to attract the target audience, these changes must be reflected in the brand.