Following could be possible dangers of changing the brand name
of an already successful brand:
- Decoding the brand information from the minds of consumers, the
allied associations that the consumers may have with such a
successful brand, may get lost in the process.
- Takes time to rebuild a brand name altogether hence change may
be unwarranted.
- Company may be comfortable with the brand’s current identity
and the change may not be able to keep a pace with that level of
comfort and understanding.
- There could be further a potential that the change of brand
name may witness a gradual decline in brand recognition resulting
into recall of products from the market owing to its already
established key associations with the original brand name.
- Rise is possible customer dissatisfaction level.