Name-Calling: When Rebranding = Renaming, PR Takes the Lead


Early this month, Matsushita Electric Industrial president Fumio Ohtsubo made a major announcement to the business world: The 88-year-old Japanese electronics manufacturer was officially leaving behind the name of its founder and adopting that of its most well-known brand, Panasonic. The announcement is part of a trend that has had resounding implications for business and communications: Brands and reputations have become increasingly critical to organizational success; fragmented corporate identities no longer resonate with audiences; company names convey more than a simple combination of words; and, if not executed flawlessly, rebranding a company with a new name can be fatal. Of course, all of these implications are intrinsically important to PR executives, who are charged with managing brands and identities--not to mention the mandatory messaging and communication about the name change that must go out to all internal and external constituents. Given the fact that rebranding via name changes can happen at any organization, from a two-person firm to a multinational company, every PR professional should know the following best practices to avoid corporate identity crises. *Conduct an identity audit.

Subscribe Now  |  Login


Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit

Social Media Summit with Taste of Tech 2015Join PR News at the Marriott Marquis in New York on Oct. 5 for the Social Media Summit, where expert communicators will share in-depth case studies from their social efforts. “Taste of Tech,” a unique element of the Summit, will feature partners who “get PR” and can help you make your social initiatives more impactful.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook

PRNews-Crisis-guidebook-180x150-sb

Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.