Product Name Changes (2024)

FAQs

How do you announce a product name change? ›

This announcement can be made through email, the company website, social media or an official blog post from the CEO. No matter which platform, the message should be communicated in a positive and enthusiastic manner to instill trust and excitement in all customers.

Rebranding is a marketing strategy in which a new name, term, symbol, design, concept or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.

The official reason was that our friends on the Continent weren't able to pronounce “Jif” as most European languages don't feature a common hard “J”. There was even a patronising advertising campaign showing people from different countries all making a hash of pronouncing it - “Yiff”, “Zheef”, “Heeeff”, etc.

A trademark is prone to genericization, or "genericide", when a brand name acquires substantial market dominance or mind share, becoming so widely used for similar products or services that it is no longer associated with the trademark owner, e.g., linoleum, bubble wrap, thermos, taser.

You simply say, “Hey everyone, my new name is [new name] and this is what I wish to be called, effective immediately. I know it will take some getting used to and there will be a period of adjustment, but I can be patient during this time. Thank you for your time,” and leave it at that.

Tips for Writing Organizational Change Announcements

Clearly state the change, its rationale, and its impact. Highlight the Positive: Emphasize the benefits of the change to build support and reduce resistance. Address Concerns: Acknowledge potential worries upfront to show empathy and build trust.

Opal Fruits becomes Starburst

Over twenty years later in 1998, they were known as Starburst across the globe, and the name Opal Fruits was limited to the UK. Like it did with Marathon and Snickers, Mars decided to rebrand their property in the UK to bring it inline with the rest of the world. Again, we weren't keen.

Snickers was introduced by Mars in 1930 and named after the Mars family's favorite horse. Initially marketed as "Marathon" in the UK and Ireland, its name was changed to Snickers in 1990 to align with the global brand, differentiating it from an unrelated US product also named Marathon.

When did Jiffy peanut butter become Jif^®? We have always been called Jif^® since our company was first founded in 1958!

Knockoff products are those that copy or imitate the physical appearance of other products but which do not copy the brand name or logo of a trademark. They may still be illegal under trademark laws if they confuse consumers or violate patents.

Is it OK to change brand name? ›

A brand name is a key asset. It's also often the first and most critical touch point for your brand. So while it might be tempting to change it up once in a while don't let your subjective preferences drive what should be a strategic decision.

There are several common reasons why companies ultimately decide product renaming has become necessary. A clear example is when a brand strategy or positioning changes substantially. Altering the target audience or expanding into new categories often warrants aligning the name with the updated vision.

Name change request letters should always be written in a formal format and should be attached with all the required documents that are needed as proof. Make sure you have a polite and respectful tone while writing the letter. The letter starts with the 'From' address, which is your address.