We live in a time where fast cultural and technological changes make one feel the world is spinning. Brand names, even those that had their fair share of glory, face unprecedented challenges of catching up with cultural reckoning, digital transformation, and expectations of growth and expansion. Renaming, a branding tool used to serve as a last resort, now emerges as one of the greatest weapons.

What Is Brand Rename? 

Brand Rename kicks off a crucial thought process that answers four key questions for my brand

  1. Macro EnvironmentWhat are the key societal evolutions that call for the name transformation? The reasoning could stem from cultural shifts, consumer sentiments and behaviors, economic development, etc. 
  2. Business Environment  What aspects of the product or service offerings have changed or expanded? This aspect is usually caused by innovations within a company or an industry as well as mergers & acquisitions. 
  3. Brand Strategy  What is the aspired brand proposition and positioning for my new brand? 
  4. Future Vision  Where would my new brand stand decades from now in terms of macro environment, business environment, and brand strategy? This is to ensure that the new name will be future-proof and shall not prompt yet another name change before long. 
  It would be evident to think brand rename is just changing the name of an established brand, which is what brand rename essentially implies

What Is a Good Example of Brand Rename?

From Sharee to Lemon8, an inspiring social media app expanding across Asia. 

  • Macro Environment  Providing people who are burnt out by work and overwhelming online contents with interest based content and honest opinions. 
  • Business Environment Offering people the reason to believe in an environment where there is no lack of platforms for sharing. 
  • Brand Strategy  Generating optimistic and refreshing feelings by forming like-minded communities and enabling discoveries. 
  • Future Vision  Expanding from Japan to more countries across Asia and more with a universally recognizable brand name and identity. 
Rich results on Google's SERP when searching "brand renaming" "corporate renaming" "renaming strategy"

How is Rename Different from Rebrand?

Simply put, rebrand is more than rename. While renaming usually is an integral part of a larger rebranding, many rebranding efforts can be done without necessarily changing the name of the brand. 

One recent example that showcases both sides of the strategies is the pharmaceutical giant GSK. While the parent company GSK underwent a rebranding with a new company logo and revamped brand mission, its consumer healthcare business was spun off into a new company called Haleon, essentially rebranding one part of the business and renaming plus rebranding another part. 

How can brand renaming help with your enterprise transformation, and why is it important to your company? 

A brand-new name announces the enterprise transformation to both its customers and employees: 

  • Pointing towards a vision that impacts the world right now and the future society. 
  • Rejuvenating company culture and boosting innovation. 

While renaming does come at a cost, the greater risk of staying put in a fast-changing environment is much more costly and even fatal. While there are many ways to embrace changes, renaming, when doing it right, remains the most impactful weapon that cuts through challenges of competition and changing times. 


Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.