How to change a brand’s name successfully

A brand may change its name for a number of reasons. The rebranding process will have a direct impact on the success of the name change.

How to change a brand's name successfully

Brands change their name for several different reasons, including repositioning, merger, acquisition, globalization of brands or to counter bad publicity or a negative image. The change can be major — a completely different name, such as Marath

are drawn from the Millward Brown Knowledge Bank, consisting of its databases of 50,000 brand reports and 40,000 ads, as well as 1,000 case studies, 700 conference papers and magazine articles, and 250 Learnings documents.

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