I don't really agree with renaming or rebranding. It is like going to the grocery store to buy one of your favorite things, but you suddenly cannot find it anymore. The box changed so you are not sure if it is the same thing as what you use to buy. You had recommended it to you friends under one name, but now when they get around to buying it, they can't find it.
This is a very lukewarm rebranding. It sounds like the kind of thing that is a preface to a second rebranding in the future. Better to do the whole rebranding now, or leave it alone. But a very difficult decision to make internally to the company losing its old name.
I've seen some brands where they changed the design, but they have a plan to retrain people. There will be a callback to the old design on part of the packaging, or they use the old packaging but change the name, but on the top corner write 'same great taste as whatever the old name was'. Maybe they wait a few months or even years to confirm that sales didn't fall before they can fully shed the old branding.
reply