Changing your brand name can be a risky move. Customers don’t always react well to the change, resulting in more harm than good. There are factors such as mergers, repositioning and bad publicity, that don’t give a company another viable choice. But that doesn’t mean the change will end on a positive note.
According to a study by U.K. research firm Millward Brown, “Many brands see an immediate 5% to 20% decline in sales, and can take years to restore levels, while others are negatively affected only in the short term.”