{"id":3091,"date":"2023-01-21T09:12:39","date_gmt":"2023-01-21T09:12:39","guid":{"rendered":"https:\/\/www.withinnigeria.com\/piece\/?p=3091"},"modified":"2025-07-10T18:27:26","modified_gmt":"2025-07-10T18:27:26","slug":"rebranding-why-companies-change-their-names","status":"publish","type":"post","link":"https:\/\/www.withinnigeria.com\/piece\/2023\/01\/21\/rebranding-why-companies-change-their-names\/","title":{"rendered":"Rebranding – Why Companies change their names"},"content":{"rendered":"

Facebook on Thursday, October 28th 2021 announced that it has changed its company name to Meta. The rebranding came as a surprise to regular consumers of the app, but Mark Zuckerberg, the founder of Facebook<\/a>, claimed that the renaming was to signal that the company was branching out and was linked to more than one product. He added that Meta was a better representation of what the company is working toward.<\/p>\n

This isn\u2019t the first time a well-known company will be changing its name, as over the years, companies keep rebranding \u2013 rebranding is part of what makes a company stay relevant and appealing to the public.<\/p>\n

Brand names give businesses the opportunity to put a meaning behind their name with completely positive connotations. Brand name is often the first element of your brand that customers will encounter. It\u2019s vital that the name is distinctive, authentic, memorable, and enduring, so it resonates with your target audience. It should stick in their minds, build and maintain trust with your consumers, and remain relevant as your company evolves. In other words, a strong brand name is vital to establishing a strong brand reputation.<\/p>\n

<\/a>Why do companies change their names?<\/strong><\/h2>\n

Usually, companies don\u2019t just change their names as it requires a lot of publicity expenses in relaunching a new brand name. It may even confuse the people who remember the old name. However, certain factors inadvertently contribute to companies rebranding with a change of name. These are (not limited to these):<\/p>\n

<\/a>Merger & Acquisition<\/strong><\/h2>\n

When a new owner takes over an existing company, many times, they come with a brand new name. This was the story of telecom company Airtel which saw 6 acquisitions and 5 change of names which included Econet, Vodacom, V Mobile, Celtel, and Zain.<\/p>\n

When Access Bank in Nigeria acquired Diamond bank, the latter had to adopt the name of its new owner. During the bank mergers in Nigeria, several banks merged to form a new bank, rebranding with a new name. Polaris Bank, formerly Skye Bank, comprises Prudent Bank, EIB International Bank, Bond Bank, Reliance Bank, and Co-operative Bank. Union Bank took under its wings Broad Bank and Universal Trust Bank. The other groups include, Wema Bank (Wema Bank, Lead Bank and National Bank), etc.<\/p>\n

When electricity company National Electric Power Authority (NEPA) was privatized in 2004, the name was changed to Power Holding Company of Nigeria (PHCN), to reflect its private state.<\/p>\n

<\/a>A Shift in Identity & Operations<\/strong><\/h2>\n

This is usually common to companies who feel their brand name is different from the vision of the company or the kind of services they render. When Google announced that its new name would be Alphabet in 2015, they explained that as a technology conglomerate, the new name would unite its widening interests and product lines. Apart from popular Google’s core search business, there are a number of companies that make up Alphabet, spanning a diverse array of industries, including robotics, life sciences, healthcare, and anti-aging.<\/p>\n

When the iPhones were launched in 2007, the producing company changed its name from Apple<\/a> Computers to Apple. This was done to reflect what it was producing, which weren\u2019t limited to just computers but mobile phones, iPads, etc.<\/p>\n

This shift in identity propels companies to rebrand and stick to a name with envelopes all they do. Rebranding in this aspect allows a company to diversify its product offerings.<\/p>\n

<\/a> To Reflect Cultural change in Consumer Behaviour<\/strong><\/h3>\n

For companies whose services are directly linked to consumer behavior, a change of name is usually influenced by how their customers perceive them. When Kentucky Fried Chicken changed its name to KFC, their reason was to eliminate the \u2018fried\u2019 in the name, as customers looked out for healthier choices. KFC showed they are a company concerned about the health of their customers and would serve a diet good for the health of their customers.<\/p>\n

To Fit Into Local Market<\/strong><\/h3>\n

A successful strategy for companies to grow in a particular country or region is called brand localization. This is a strategy used in which the company adopts its brand to the local market. Brands often have to change names, as it would not fit in with the local market. This is because there are often existing trademarks in place, or names having another meaning in specific countries. Brands may use the same logos, colors, and sometimes the same slogan, but different names.<\/p>\n

An example is KFC which is synonymous across the world, but in Quebec, Canada, it is known as PFK that stands for Poulet Frit Kentucky. The French-speaking region in Canada has strict naming laws that ensure brands have french initials.<\/p>\n

Another company is the popular chips company LAYS. Want to grab a packet of Lays in Egypt, you\u2019d ask for a bag of \u2018Chipsy.\u2019 It also goes by Walkers in the UK and Smith\u2019s in Australia. The Logo remains similar throughout the world.<\/p>\n

<\/a>Reputation Management<\/strong><\/h3>\n

A product is built by the company while the brand is built by the consumers. It\u2019s the power of communication which builds a brand. When companies fail in effective communication of their brand, their image gets a negative review in the sight of the public, which can lead to a downfall of such a company. If a company has been through a period of poor management during which customer relationships and brand reputation have suffered, there are often strong benefits to a name change in rebooting the connection between a company, its clients, and its suppliers.<\/p>\n

Facebook undertook its name change for a number of reasons, but chief among them is that the brand is irrevocably associated with scandals, negative externalities, and Mark Zuckerberg fallout with the Government. Even before the most recent outage and whistle-blowing scandal, Facebook was already the least-trusted tech company by a long shot with its breach in consumer data-privacy scandal.<\/p>\n

Cadabra had to change their brand name to Amazon<\/em><\/strong> as the name was often misheard as Cadaver, which meant a corpse. This is where the Public Relations Department of a company comes in – they make sure the company\u2019s reputation in the eyes of the public is intact and well managed.<\/p>\n

<\/a>Popular Companies that have changed their names<\/strong><\/h2>\n

<\/a>Airtel Nigeria <\/strong>\u2022Former name: Zain \u2022Year changed: 2010<\/p>\n

<\/a>Snapchat <\/strong>\u2022Former name: Picaboo \u2022Year changed: 2011<\/p>\n

<\/a>Netflix <\/strong>\u2022Former name: Qwikster \u2022Year changed: 2011<\/p>\n

<\/a>Intel Security <\/strong>\u2022Former name: McAfee \u2022Year changed: 2014<\/p>\n

<\/a>Tiger Branded Consumer Goods Plc <\/strong>\u2022Former name: Dangote Flour Plc \u2022Year changed: 2015<\/p>\n

<\/a>Alphabet <\/strong>\u2022Former name: Google \u2022Year changed: 2015<\/p>\n

<\/a>Guaranty Trust Holdings Company ( GTCO ) <\/strong>\u2022Former name: Guaranty Trust Bank Plc ( GTB) \u2022Year changed: 2021<\/p>\n

<\/a>TotalEnergies <\/strong>\u2022Former name: Total \u2022Year changed: 2021<\/p>\n

<\/a>What Companies Should Do When Changing Their Names?<\/strong><\/h2>\n

\u201cThe success of a name change depends upon companies educating existing customers about the rationale for the name change in a way that is compelling,\u201d said Jill Avery, a senior lecturer at Harvard Business School who focuses on brand management. \u201cIf the name change appears illegitimate, inauthentic or done for the wrong reasons, firms risk injuring their relationships with consumers.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Facebook on Thursday, October 28th 2021 announced that it has changed its company name to Meta. The rebranding came as a surprise to regular consumers of the app, but Mark Zuckerberg, the founder of Facebook, claimed that the renaming was to signal that the company was branching out and was linked to more than one […]<\/p>\n","protected":false},"author":26,"featured_media":17537,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":{"source_name":"","source_url":"","via_name":"","via_url":"","override_template":"0","override":[{"template":"custom","single_blog_custom":"1119","parallax":"1","fullscreen":"1","layout":"double-sidebar","sidebar":"","second_sidebar":"default-sidebar","sticky_sidebar":"1","share_position":"top","share_float_style":"share-monocrhome","show_share_counter":"1","show_view_counter":"1","show_featured":"1","show_post_meta":"1","show_post_author":"1","show_post_author_image":"1","show_post_date":"1","post_date_format":"default","post_date_format_custom":"Y\/m\/d","show_post_category":"1","show_post_reading_time":"1","post_reading_time_wpm":"300","show_zoom_button":"1","zoom_button_out_step":"2","zoom_button_in_step":"3","show_post_tag":"1","show_prev_next_post":"1","show_popup_post":"0","number_popup_post":"1","show_author_box":"0","show_post_related":"0","show_inline_post_related":"0","post_calculate_word_method":"str_word_count"}],"override_image_size":"0","image_override":[{"single_post_thumbnail_size":"crop-500","single_post_gallery_size":"crop-500"}],"trending_post":"0","trending_post_position":"meta","trending_post_label":"Trending","sponsored_post":"0","sponsored_post_label":"Sponsored by","sponsored_post_name":"","sponsored_post_url":"","sponsored_post_logo_enable":"0","sponsored_post_logo":"","sponsored_post_desc":"","disable_ad":"0","format":"standard","subtitle":""},"jnews_primary_category":{"id":"","hide":""},"jnews_override_counter":{"override_view_counter":"0","view_counter_number":"0","override_share_counter":"0","share_counter_number":"0","override_like_counter":"0","like_counter_number":"0","override_dislike_counter":"0","dislike_counter_number":"0"},"footnotes":""},"categories":[7],"tags":[694,1745,1740,175,327,1742,1743,1739,1744,1741],"class_list":["post-3091","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-airtel","tag-alphabet","tag-banks","tag-businesses","tag-feature","tag-merger-and-acquisition","tag-netflix","tag-rebranding","tag-snapchat","tag-why-companies-rebrand"],"yoast_head":"\nRebranding - 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