I am at a complete loss to fathom the reason why well known brand names change. Having no commercial acumen whatsoever (I am a helicopter engineer ...!) I cannot understand why, for instance, “Bounty” kitchen rolls name-changed to “Plenty.” I only found this one out having spent an increasingly grumpy Tesco Trot trying to find Bounty and failing until a nice employee pointed Plenty out to me.
Another example is Norwich Union changing its name to Aviva. There is a huge TV campaign going on at present which musty have cost an enormous amount of money, considering the film/rock/etc stars appearing in the ads.
Or Oil of Ulay changing to Olay (or vicky verky!) or Topic changing to Snickers ... I’m sure you get my point.
Changing a household brand name can, as far as I can see, only result in confusion for the consumer - as for Plenty above! - and a large outlay for the company, what with the new name, new logo, advertising costs, etc., so why is it done? It must work commercially, otherwise it wouldn’t keep happening like this (he said with the glib ignorance of a bizniz thicky!), but I can’t see HOW it works.
Help!
Many thanks
Jim
How does changing a well-known brand name benefit the company?
Topic changing to Snickers
This was done so they could use the same name for the same bar across a number of markets around the world
Sometimes its done ro reflect a reorganisation within a company eg Cellnet became O2
Or a take over eg One2One was take over by T Mobile and renamed so they could have one brand around the world
Sometime they may want a new image so go for a new name
But ssometimes they do not use the same name eg Chanel 5 in the UK is not called R T L when R T L are the major owner and use the R T L brand in germany and france.
Sometime a name that sound ok in one place can sound wrong or bad or even rude in another
How does changing a well-known brand name benefit the company?
does this happen around the end o the tax year? im not sure on details but if they change their name beforethe tax year ends its somthing to do with that anywayits cheap or somthing
It often enables a company to expand overseas.
In the case of Norwich Union, someone in India would not be aware of the company's good name in UK, and might wonder what a Norwich was.
possibly if the parent company is bought out and the new bosses dictate that they will not tolerate any lingering vestiges of the old company, including their brands.
Or perhaps a name brand is not doing well, and has a rather poor reputation, so the maker of the brand lazily renames it rather than re-invents it.
Perhaps the Name brand is just fine, but moves into a new overseas market only to find out that their name is a swear word, or an embarrassing word in the other language. Perhaps they are forced to change it. for that reason.
Similarly, maybe the name brand was just fine in the home market, but is already trademarked in the new market, and so they are forced to change for legal reasons.
Those are the only reasons i could come up with, being an amateur myself.
Jim: I really don't know why manufacturers want to change the name of their product(s), but I do know it is because of advertising agencies. They are paid hugh sums of money to come up with logos, mottos, names and how to present it to the public. From what I have seen, very few agencies have common sense, normal people working for them. All the costs are charged off to advertising on the taxes of the company. And it doesn't always work. Case in point: Years ago, Coca-Cola was convinced to change the formula for Coke to make it %26quot;taste better%26quot;. It was a flop, and the Coca-Cola company went back to the old formula, but now called it %26quot;Classis Coke%26quot;. Hope this helps.
you may be refering to
bounty - plenty
bt - o2
jif - cif
norwich union - aviva
these change for tax reasona nd pronouniation reasons
