Changing a company name or brand name - reasons and best tips

RiM* is now Blackberry*, Kentucky Fried Chicken* became KFC*, and the search engine BackRub* changed its name to Google* years ago. But why do companies actually take the effort to change their carefully constructed brand name in the first place? Let's take a look at the reasons for business name changes - also called renaming.


Updated: 2021/10/16

Why change a company and brand name

Business and brand name changes If you have already decided that your company name should be changed, you will find helpful links below to business name generators and tools. If you are still thinking about it, be sure to read this article in which we have compiled all the important information about name changes.

There may be many reasons for the change of a company name - also called renaming. Often it's more than a single reason, but rather a combination of circumstances that makes a name change necessary.

When considering changing a company name, you need to answer the question: In terms of the potential benefits, is the name change going to be cost-effective? The fact that a CEO doesn't like the name anymore, or it sounds a bit old-fashioned, may not be sufficient reason for a major modification of the name.

A name change involves high administrative and communicative expenditure, which requires more than a simple change of business address and letterhead. The to-do list includes, for example:

  • Notifying the relevant authorities and departments of the name change
  • Updating all marketing materials, websites, social media profiles, etc.
  • Not to forget business accounts, insurances, commercial register, trademark office etc.
  • Announcement of the new name, with reasons, to employees, customers and business partners
  • Application for trademark protection for the new name (if necessary)
  • Registering new domains

It is clear that a name change is a complex issue and should therefore only be conducted if there is sufficient justification. What might the reasons be? Let's take a look at them!

Administrative reasons for a business name change


word_factory_140One of the most common reasons for a business name change is the merger of two companies. Also, when two formerly separate divisions of one company are merged, a new, more compact name is often necessary.

In this case, it may make sense to keep parts of the old name. The "parent names" can be merged into a new name, or an acronym can be formed from the original names.

One example is the French conglomerate Thomson-CSF, which changed its name to Thales several years ago. Thales is an acronym consisting of the letter combinations TH for Thomson, AL for the then newly acquired companies Racal and Signaal, and ES for Electronic Systems. If you think of the philosopher and mathematician Thales of Miletus ("Know thyself!"), you are certainly not wrong. The new name was necessary for administrative reasons, but should also reflect a new corporate identity.

However, one does not necessarily have to stick to components of the old name(s): For example, the name Leonine which was created in 2019 for a merger of several Munich media companies, does not refer to the previous names, but to the connection to Bavaria or to the Bavarian heraldic animal (leonine = lion-like) as well as to the international orientation of the company.

No naming rights

It is common for unprofitable divisions of companies to be sold. However, the naming rights are not always sold as well. When this is the case, the division's products will need to be sold under a different name in the future.

It is often useful to create a transition phase in which both names are used simultaneously. During this time, the name change can be communicated to consumers. This was the case for the German dishwasher tablet Finish* (formerly Calgonit*).

Trademark problems

If a company uses a name for which it has no rights, the actual owners of the name may eventually issue a notification letter. The violation of trademark rights is usually unintentional. Most often, companies are not aware that their name, or a similar name, is already trademark-protected by a third party.

If a notification letter is received, the most frequent result is a forced change of name. When looking for a replacement name, make sure not to make the same mistake twice: check your ideas first through your own research (using e.g. Domain Name Check or Trademark Check), and make sure to get a specialist lawyer to confirm your name and even file a trademark application.

Especially when a formerly "small" brand grows and thus becomes bigger and better known, it can happen that a warning suddenly flutters into the house. This can result in an involuntary change of name. There are enough well-known examples to show how unpleasant and lengthy such a name dispute can be. For example, it recently became known that the VW subsidiary Bentley Motors had to sell its clothes under a different name because it lost a lawsuit against the company Bentley Clothing, which held earlier rights to the name. The lawsuit had already started in 1998 and almost ruined the company Bentley Clothing.

It can therefore not be said often enough: If a new name is found, it has to be checked for older name rights by research (e.g. with the tools Domain Check and Trademark Check) and finally by a specialized lawyer and if necessary registered as a trademark.


Name Check: How good is my company name?


Marketing reasons for a business name change

International standardization

my_names_140Many products are marketed under different brand names in different parts of the world. However, in the era of the internet and social media, inconsistent product monikers make it difficult to communicate. It would be difficult to find a name for Facebook or Twitter, and their entire marketing would require a huge effort in redesigning elements like logos and packaging, etc.

Therefore, while structures are being unified, brand names are sometimes altered in countries where they carry different names. Usually, the most established name is chosen, which is often the original name of the brand.

Product name is better known than the company name

Sometimes a product is so successful that it is much better known than its manufacturer or the company that stands behind it. In certain situations, consumers don't know the company name, whereas everyone has heard of the product.

In this case, it is worthwhile thinking about a name change for the company. By renaming it after the product, the strong brand radiates back to the entire company. This happened for example with RIM* (Research in Motion) who changed their name to BlackBerry* in 2013.

Changed target audience

control_center_140If the target audience of a company changes, it may be appropriate to include a name change in this restructuring process. The change of target group may occur either through natural causes or through a shift in the company's focus that has been planned.

However, as a name change is a complex issue, it may interfere with a strong brand, or even destroy it. Adaptation of the target group is therefore often better done by changing the claim instead.

The Jägermeister brand shows that even products with old-fashioned names can be accepted by target audiences under 30 through a marketing makeover. Therefore, it is not always necessary to introduce a completely new name.

Renaming due to changed core products

The world is changing, the market is changing, and businesses also need to change to keep pace. In technological areas, it is therefore sometimes necessary to reflect changes in the product portfolio in the company name. This is especially the case with names that denote technical components or trends.

Floppy disks, CDs and DVDs are yesterday's news. You wouldn't want to carry forward these relics from the past in your name! If renaming the company is necessary, be careful not to make the same mistake again. A business called Rent-a-DVD should not be renamed Rent-a-BluRay. Get a more general term like Stories-on-Demand.

The company name just doesn't appeal

Of course, there will also be more mundane reasons for a name change, especially in owner-managed businesses: It may be that you simply don't like the name and therefore want to change it.

This is often the case when the initial search for a business name wasn't taken seriously enough and its importance underestimated. Not to worry, changing to a new name is tedious but it's manageable!

Often, there are other reasons for a new name. For example, the name of the film and event agency "EA Emotional", which was the result of a former youth project of the founder, was no longer considered appropriate. Because new company divisions were added and the company grew. With the new name Yuper, a fresh and young name was finally found, which at the same time expresses the quality and emotionality "super!" and the uniqueness through the word transformation.

Change your product or company name - Tips

Change business name with NameRobotIt is very important for existing businesses and brands to have a smooth renaming process. Therefore, we recommend using professional tools for developing a new product or company name.

It is easy to use the business name generators from NameRobot's Toolbox: the Fantasizer gives you unique, modern fantasy names and the Supplementer combines your keywords with great-sounding suffixes to create new names. If you want to keep old name components, Acronyms or Merger are your tools of choice. You should choose this approach if you anticipate that loyal customers or employees might react with skepticism to your name change.

Once numerous ideas have been found, these must of course also be able to withstand a trademark screening.

If you want to save yourself the trouble and simply want to have names developed and tested by professionals, you can hire a professional naming agency for the renaming.

Ready for a new name? We have summarized how you can prepare the name change of your company or product.

Looking for creative name ideas?

With your NameRobot company name generator you can find the desired name for your business.

NameRobot Team

This blog post was created by the NameRobot team or in collaboration with other brand naming enthusiasts. Would you also like to submit an article on naming? Please send us your topic suggestion (new/unique/professional) to

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