With the decision by Yell if it will rebrand as Hibu to be made by shareholders today, 26 July, The Drum takes a look at some other brands which have changed their names over the years.
Marathon – Snickers
There were rumours in 2008 that the brand would go back to its original UK name, as Mars re-registered the brand name, perhaps due to the fact this was the year Wispa made a comeback.
Opal Fruits – Starburst
At the time, Mars spent about £10m advertising the name change, but was done with the theory that it would be easier and cheaper in terms of advertising if the product had one name across all markets.
It cost £2m for the rebrand in the UK, with a heavyweight series of ads promoting the change as Unilever tried to stop consumers from switching.
Bounty – Plenty
Norwich Union – Aviva
The rebrand was seen as successful, with a 26 per cent increase in profits by 2010, following a huge rebranding campaign which featured celebrities who changed their name before becoming famous, such as Bruce Willis.
Brad’s Drink – Pepsi
He renamed it Pepsi Cola in 1898, after ingredients pepsin and kola nut extract, and believed it was a health product since the pepsin enzyme aids digestion.
The new name was trademarked in 1903, with the first logo designed by Bradham’s artist neighbour.
Post Office – Consignia- Royal Mail
Apparently, the name was chosen as a mix of the words ‘consign' and 'insignia', and was seen as symbolising trustworthiness – although one member of the public pointed out that ‘Consignia Plc’ is actually an anagram of ‘Panic Closing’.
Following the backlash that ensued, and a new chairman in 2002, Consignia was binned and the company was named Royal Mail, with the Post Office being a division of this.
British Midland – BMI
This was not the first name change for the airline, which was taken over by British Airways earlier this year: it began life as Air Schools Ltd, specialising in RAF pilot training, before it became a charter and passenger flight service and changed its name to Derby Aviation in 1949.
It followed this up as a rebrand to Derby Airways in 1959, and then British Midland Airways in 1964.
Backrub – Google
However, after only two years it was renamed Google, a play on the word ‘googol’ - the mathematical term for the number one followed by 100 zeros – which the pair thought represented the goal of the company to organise the huge volume of information that exists in the world and make it useful.
BT Cellnet – O2
As the chemical symbol for oxygen, O2 was chosen by BT Cellnet, along with Esat Digifone in Ireland, Viag Interkom in Germany and Telfort Mobiel in the Netherlands, as being ‘modern and universal’.
The four launched a £130m marketing campaign across the four countries to promote the name change.