{"id":6561,"date":"2018-11-28T11:29:17","date_gmt":"2018-11-28T09:29:17","guid":{"rendered":"https:\/\/www.identifire.at\/rebranding-a-cardinal-sin-or-honing-the-brand"},"modified":"2019-02-13T16:40:10","modified_gmt":"2019-02-13T14:40:10","slug":"rebranding-a-cardinal-sin-or-honing-the-brand","status":"publish","type":"post","link":"https:\/\/www.identifire.at\/en\/rebranding-a-cardinal-sin-or-honing-the-brand","title":{"rendered":"Rebranding: a cardinal sin or honoring the brand?"},"content":{"rendered":"

If, as a 9-year-old boy, I had had the opportunity to change my name, I would now be called Niki. I was enthralled by Niki Lauda\u2019s 1st F1 World Championship title in 1975. I wanted to be as cool and daring as he was. My child\u2019s logic told me that, by assuming his name, I would also attain his qualities.<\/p>\n

It\u2019s an intriguing question: when should companies change their name? After all, they have invested time and money in their brand image; surely you don\u2019t then just throw this overboard? No, you don\u2019t. And yes, there are situations where a new name makes perfect sense.<\/p>\n

Fusions<\/strong>
Double-barrelled names are not only often unwieldy when it comes to surnames. Avensis sounds far better than Rhone-Poulenc-Hoechst and is much easier to say. And neither of the two workforces feels relegated to coming second, such as at DaimlerChrysler.<\/p>\n

Strategic realignment<\/strong>
Sometimes the name simply no longer fits because the business now operates internationally, or other business areas have come to the fore. Upon introducing the iPhone in 2007 Steve Jobs got rid of the second part of the company’s original name: Apple Computers.<\/p>\n

Legal or media-related pressure<\/strong>
Sometimes, you simply have to change your name, such as when chocolate sales crumbled because the melodious name \u2018ISIS\u2019 that had been introduced in 2013 had metamorphosed into a synonym for terrorism by 2014.<\/p>\n

Commercially weak names <\/strong>
The verb \u201cto google\u201d is part of the German lexicon nowadays. What would have happened if Larry Page and Serge Brin hadn\u2019t changed Google\u2019s original name \u2013 BackRub \u2013 two years in? Would \u201cto backrub\u201d have made it into our everyday vocabulary?<\/p>\n

Whatever it is that drives a name change, the effort involved is enormous. It\u2019s about successfully transferring across the established brand image though. A meticulous project can take several months, even years \u2013 from the strategy to the development, to the process of careful selection and actual subsequent introduction. When it is done well, however, it is worth it. A strong, new name has considerable booster potential \u2013 both internally and externally.<\/p>\n\n\n

\"\"<\/figure><\/div>\n","protected":false},"excerpt":{"rendered":"

If, as a 9-year-old boy, I had had the opportunity to change my name, I would now be called Niki.<\/p>\n","protected":false},"author":3,"featured_media":6157,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,1],"tags":[1450,1278,1448,1445,1283,1447,1443,1446,1441,1449,1442],"class_list":["post-6561","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inhalte","category-unkategorisiert","tag-ausrichtung","tag-branding","tag-doppelname","tag-fusionen","tag-marke","tag-markenimage","tag-name","tag-namensaenderung","tag-rebranding","tag-strategie","tag-suende"],"acf":[],"yoast_head":"\nRebranding: a cardinal sin or honoring the brand? - Identifire<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.identifire.at\/en\/rebranding-a-cardinal-sin-or-honing-the-brand\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rebranding: a cardinal sin or honoring the brand? 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