Hello again Mike,
?Rebranding is undertaken when a company needs to update its identity
in order to keep up with a changing market.?
Examples of successful rebranding campaigns
FedEx - formerly Federal Express
Exxon - formerly Esso.
?Identity was changed to represent the company's many holdings and to
incorporate the stronger "x" sound ?
US Airways - formerly USAir
?As the company became a national and international carrier, studies
showed the word "air" was associated with commuter airlines.?
APollo 13 Popular Art: Research & Development
http://www.apollo13art.com/National/mm332/lectures/visual/rebranding.html
--------------------------------------------------------------------------
FedEx
?In the early 1990s a company called Federal Express, which
revolutionized the process and shipping habits of businesses and
individuals, was then expanding into global markets. As the shipping
firm looked to modernize its corporate brand, the brand owners
realized that more than a cosmetic face-lift was needed for its
dated-looking purple logo. The company set about completely
overhauling the identity from the visual design to the corporate name
to the names of everything that it offered ? from services to drop
boxes to shipping containers, all of which totaled over 100 names.?
(. . .)
?The company implemented a nomenclature system that relies solely upon
the FedEx brand married with real English words to describe the
operating company, product or service clearly. The result is services
and products with names like FedEx Freight, FedEx Box, and FedEx 2Day.
The names still work a decade later.?
The Brand Channel
http://www.brandchannel.com/features_effect.asp?pf_id=208
--------------------------------------------------------------------------
Valujet Becomes AirTran
In May 1996 a Valujet aircraft crashed in the Everglades killing over
100 passengers and crew and creating the worst kind of public
relations disaster imaginable. Valujet was already under scrutiny due
to a number of questionable incidents involving its planes and the
low-cost airline was generally perceived to be a cheap, but dangerous
carrier. A year later, Valujet shed its name and became AirTran. Since
then the company has regained its foothold as a low-cost carrier and
memories of the crash have faded in the public marketplace. But
Valujet's rebranding was more than just a name change, it was an
attitude adjustment.
Voicestream Becomes T-Mobile
?Wireless carrier Voicestream had a problem; the buzz on the company
was that it's low prices went hand-in-hand with bad reception, dropped
calls and bad customer service. Voicestream's ads were well-recognized
thanks to pitchperson Jamie Lee Curtis, but the consumer buzz on the
company was not good. After Deutsche Telekom bought Voicestream, a
global rebranding strategy was incorporated at DT's wireless carrier.
Voicestream was lucky.
"The carrier's name was changed, with little fanfare, to T-Mobile and
a new advertising campaign featuring Catherine Zeta Jones was
launched."
(. . .)
?Voicestream's rebranding has been successful thus far and the
company's ownership change allowed it to turn a corner. The T-Mobile
brand, with a fresh Oscar winner hyping its product, has made most
people forget that Voicestream ever existed."
Marketing Newz
http://www.marketingnewz.com/marketingnewz-22-20030613SuccessfulRebrandingHowToReviveYourImage.html
--------------------------------------------------------------------------
Read a brief article about VoiceStream?s name change here:
http://www.ahundredmonkeys.com/random_marketing/content_42_business-naming.htm
--------------------------------------------------------------------------
East Midlands Airport was changed to Nottingham East Midlands Airport
According to an article posted at Serco.com the name change brought
success for airport.
Excerpts:
?The controversial decision to change the name of Nottingham East
Midlands Airport has proved a resounding success, new figures suggest.
Budget airline BMI baby reports that its passenger figures have risen
by 25 per cent since the name change and local tourist group
Experience Nottinghamshire has also seen a marked benefit to the local
economy.
Both claim the decision to add Nottingham to the airport's title has
helped attract tourists to the area by improving people's recognition
of the airport.
(?)
Both claim the decision to add Nottingham to the airport's title has
helped attract tourists to the area by improving people's recognition
of the airport.?
Serco.com
http://www.serco.com/media/industrynews/ItemPage.asp?ItemID=3247749
--------------------------------------------------------------------------
Orange France
Market share of growth rose to 51% in Q4 2001 following successful rebranding
Orange France reinforced its market leadership, taking 48% of market
share growth, adding 3.5 million net new customers, and building its
customer base to 17.8 million, an increase of 25% on 2000.
http://www.orange.com/download.asp?path=/docs/doc000408.pdf&UID=
--------------------------------------------------------------------------
Here is a case study regarding a successful name change.
?Founded in 1979 as the National Corporate Cash Management Association
(NCCMA), the association changed its name to Treasury Management
Association in 1991 as its membership expanded from corporate cash
management professionals to encompass both cash management and
treasury professionals. To attract new members, diversify its revenue
stream and help current members face their new roles within their
organizations, TMA became Association for Financial Professionals
(AFP) in October 1999.?
- ?An 11.2 percent membership increase from 12,893 to 14,343 members
- New revenue centers such as the Online Job Center in place and
meeting budget projections
- An increase from 10 to nearly 30 media registrations for the 1999 conference
- Increased media exposure in key publications including The Wall Street Journal
- Positive member feedback on new name, mission and services
- A 32 percent increase in web hits month over month since inception.?
Read the full text here:
http://www.centeronline.org/knowledge/casestudy.cfm?ID=150&ContentProfileID=122025&Action=searching
------------------------------
Celebrity Name Changes
------------------------------
Not all celebrities are born with the perfect show biz name. Some
names are too long, some sound silly, and some just lack that certain
Hollywood pizzazz.
Tom Cruise
Cruise is a pretty smooth-sounding last name, but Tom Cruise's birth
name was Thomas Cruise Mapother IV.
Actress Winona Ryder wasn't born with this last name. Her birth name
is Winona Laura Horowitz.
Demi Moore, was born Demetria Guynes.
http://www.kidzworld.com/site/p1622.htm
See more examples here:
http://www.comedy-zone.net/triviazone/movies/page3.htm
Here is an extensive list of real names of the celebrities
http://home.mountaincable.net/~fritchley/realnames.html
Another large list of real names of celebrities
http://groups.msn.com/mmjonesssite/celebritiesrealnames.msnw
And yet another huge list of the Real Names of Celebrities
http://www.celebrityalmanac.com/real.shtml
=============
For further reading
=============
There is a wealth of informative articles about rebranding,
repositioning and renaming at the following link.
http://www.ahundredmonkeys.com/random_marketing/index1.htm
-----------------------------------------------------
Additional information that may interest you
-----------------------------------------------------
After 30 years, Coke is planning to switch the name of Diet Sprite to
Diet Sprite Zero.
I did not find any information regarding the success of this name
change; however I am providing a few paragraphs below for your
information.
?Though the soft drink's formula will stay the same, the brand's look
will change noticeably. Even if consumers sometimes don't like
changes, Coke thinks it needs to do something to put more attention on
Diet Sprite, a brand that has been given little emphasis over the
year.
"While Diet Sprite was doing well, we saw an opportunity to make it
perform even better," said Melissa Fahs, a senior brand manager for
Coca-Cola North America.
?The new name is meant to sound more contemporary. Coke's testing
indicates it should help. The Sprite Zero name also has a bit of a
track record, given that it is already in use in several international
markets.?
http://64.233.161.104/search?q=cache:YTjexQoWwZcJ:www.ajc.com/news/content/business/coke/0904/02sprite.html+Diet+Sprite+to+Sprite+Zero+sales&hl=en
?Coke is choosing a curious and creatively weak strategy to enliven
sales of Diet Sprite by renaming the brand, Diet Sprite Zero.?
http://yahoo.businessweek.com/bwdaily/dnflash/sep2004/nf20040915_8399_db035.htm
Diet Sprite Zeros in on a New Name
http://www.nacsonline.com/NACS/News/Daily_News_Archives/November2003/nd1125033.htm
--------------------------------------------------------------------------
From the Pittsburgh Business Times:
?Successful rebranding should energize employees and give them a
heightened sense of purpose of what the brand means for them as
representatives of the company.
?Since a brand is, at heart, about being recognized, changing a brand
is not to be done lightly. Organizations rebrand when they are rolling
out something fundamentally different about what they offer, how they
operate, or how they want to relate to and be seen by customers. You
will often see organizations tweak their names or graphic identities,
but maintain clear references to the past. In rare circumstances, they
dump their brand equity altogether in an attempt to create a new
identity.?
American City Business Journals Inc.
http://www.bizjournals.com/pittsburgh/stories/2002/09/02/smallb3.html
--------------------------------------------------------------------------
Search criteria:
"changed its name " OR "name change" successful OR success
rebranding examples successful
successful rebranding campaigns
successful rebranding
"rebranding is" name change
I hope this is helpful.
Best regards,
Bobbie7 |
,
1 Comment
)