The document discusses reasons for and considerations around re-branding a company by changing its name. Common reasons for re-branding include mergers, acquisitions, or a desire to change image. The process of changing a name can take years as customers adjust. If a brand has low awareness or image issues, re-branding may help. Examples are given of companies that changed names and why. When considering a name change, companies should decide on a new name, promote the change to stakeholders, and do market research if possible on potential new names.

1. Re-branding
Brand Name Changing
By: Elizabeth Kulin
www.kulinmarketing.com

2. GENERAL REASONS
 Merge, Acquisition, or Sale
 Desire to reposition or create a new image
 (Example: Townsend Thoresen Ferries to P&O Ferries)
 Corporate strategy changes (move into a new industry/market)
 International marketing: to harmonize brand name across
boundaries
 Legal problems
Note: the process can take a number of years so that customers get used to the transition &
You must consider the change from the customers view point.
Reference: Jim Blythe

3. RATIONAL REASON
Not much equity in name – i.e. Low brand awareness + Low brand image
**(Brand image problem from brand name)

4. GENERAL BELIEFS
The brand name convey the brand’s personality

5. EXAMPLES
 Revenue Science to Audience science – “a better job describing the company's value proposition. New
identity reflects shift from single publisher sales to aggregation.” “gotten from our current clients has been
very positive, and several have offered that it makes them feel positive and excited about the future.” (clickz)
 Media Management Technologies, Inc., - separated of its network optimization service, ReviNet, from its
AdPerfect line of advertising solutions. Separating these lines of business will result in two autonomous and
focused divisions.Go Internet Media – AcademixDirect” (BusinessWire)
 Perfect Future Ltd. to EDUVERSE Accelerated Learning Systems, Inc. – Did so to reflect the company's
core competencies in education and the Internet.

6. RATIONAL for ZEDO
PROS: RISKS:
2.IF not have much brand 2.May lead to current customers
equity in name, so will not risk wondering about motives of
loss. change.
3.Timing with repositioning 3.Negative press may occur

7. CONSIDERATIONS
TO DO
1. Decide on a new name
 If descriptive can be easy to recall
 Easier transition if similar to brand identity & positioning
 Enable customers to justify the reason for the change as a positive
action (EX: Rename to be more descriptive about companies offerings,
or rename to align with new positioning, etc.)
2. Promote to industry and customers
 PR announcement to industry, explanation on website, post on social media
outlets, email current customers.

8. NAMING STEPS
Reference: Kevin Lane Keller

9. POTENTIAL NEW
NAMES
?
DO MARKET RESEARCH (IF FUNDS ARE AVAILABLE)

10. Contact
Kulin Marketing
to learn more