Company Renaming Success Case Studies
Delivered August 7, 2019. Contributor: ChristineD
Determine the return on investment when companies rename themselves. The information will be used to help clients understand the benefits of renaming their firms.
The following are
companies that renamed themselves and achieved positive results based on our initial search.
was originally named Lucky Chemical when it was founded in 1947. The company
during its early years.
In 1958, it
merged with GoldStar
and was renamed Lucky GoldStar. At this time, the firm added
to its product line.
In 1995, the company
renamed itself to LG
to conform to its customers in the Western countries.
Coinciding with the name change, the company also changed its logo to one with a "
." The logo represents the
to enable a more fulfilled life for its consumers.
LG also promoted its crafty slogan "
LG's renaming effort is widely considered as the
most successful rebranding
story of all time.
Prior to its rebrand from
Lucky GoldStar to LG
, the company's products were seen as
cheap and low-end
After the rebrand, the company strove to
It also improved its distribution model by giving incentives to
who will display the company's products.
With this move, LG was able to establish a
better brand reputation
through diligently crafted communication campaigns.
As a result of all these action plans, the company was able to reposition itself as a "
mainstream premium brand
used to be known as
and was a consulting division within the Arthur Andersen parent firm.
with its parent company forced it to split from the latter. Andersen Consulting was also
to change its name. It then took the
Accenture brand name
split and the formation
of Accenture, Arthur Andersen became involved in the Enron scandal. His company's reputation was in shatters.
Accenture remained untouched
by the scandal and is well on its way to continuous growth.
It then enjoyed major success in the consulting industry and serves
94 of the Fortune 100
original name is Federal Express.
In 1994, Fred Smith, the company's founder and CEO, aimed to
boost the firm's image
posted a challenge
to his creative unit to redesign the
to make it highly visible from a five-block distance.
His creative team then changed the
company's name to FedEx
. The team also came up with a highly
of the brand captured the
firm's competitive edge
, which is speed.
Renaming and rebranding the company enabled it to
achieve tremendous success
through the years.
The company also
kept its relevancy
and power to this day.
Google's original name is
when it was founded in 1996.
The name came about because of the
internet's "back links.
However, the domain occupied a large portion of the Stanford University
after just one year.
Due to the massive size of their work, the company's founders,
Larry Page and
thought of renaming the company after the term "
," the digit
1 succeeded by 100
By mistake, they used
instead of googol.com during their search. This then led to the highly
popular search domain
that we use today.
eBay e-commerce company
used to be called by a "
clunky" name, auctionweb
However, when the public and some popular publications began calling the company by its parent company's name, it changed its name to
eBay in 1997
Google and Ebay's name changes
are considered as the main factors in propelling their companies into their current
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