A brand name change occurs when a company decides to adopt a new name for its operations, even partially. This process can represent a costly and risky investment and can be motivated by various reasons and circumstances. The reasons for rebranding are diverse, such as diversifying or modifying the services offered, an internationalization strategy by adopting a global identity, the desire to start afresh without the connotations of the past, or abandoning an unsuitable local brand. Companies may also rebrand following an acquisition, to modernize their image, or to align with current societal trends.

The implications of such a change are numerous and can include reactions from customers and employees, costs associated with implementing the new identity across various media, a potential loss of brand awareness, adjustments to search engine optimization (SEO) with a new domain name, and changes to email addresses. The BlaBlaCar example clearly illustrates the need to adapt one’s brand during international expansion. Similarly, the Orano case highlights the steps and thought processes required to implement an effective internal rebranding. Finally, some notable rebrandings have sparked debate within the specialized community.