10 Brands Which Successfully Rebranded Their Names

Rebranding is a marketing strategy in which a new name, term, symbol, design, concept or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.

 Brand names and identities are changing all the time and it’s not just restricted to those companies who want to overhaul their public image. 

The process of rebranding is no less than walking on a thin layer of ice where one small mistake can lead to an imminent downfall. From logo changes over the years to brand name revamps,  the industry has seen it all.

Here are Some Brands That Changed Their Identity With Time.


  1. Burbn > Instagram

  Before selling it off to the social media giant Facebook, Instagram founders Kevin Systrom and Mike Krieger named the photo sharing app Burbn. Initially, Burbn was launched with the objective of location-sharing, earning points while check-ins and post-event picture sharing for iPhone users.

However, a report by The Atlantic mentions the failure of the app due to several complicated in-app features. The founders then tweaked the app several times to finally focus on the photo sharing aspect and created what we know today as Instagram.

  1.  Foodiebay > Zomato

What initially started off as a food directory website known as foodiebay in 2010 is currently recognised as one of the biggest food tech unicorns in India. After two successful years of Foodiebay, the company rebranded to Zomato.

Founder and CEO Deepinder Goyal and co-founder Pankaj Chaddah led Zomato to achieve the status of India’s first food tech unicorn. Currently valued at over $3 Bn, Zomato recently made headlines by acquiring a stake in Uber Eats. Many experts believe this move could give rise to a Zomato-Swiggy duopoly in India.


3.BackRub > Google

  Initially launched as BackRub to focus on the link-back aspect, the tech giant’s name was later changed to Google. 

Founded by Larry Page and Sergey Brin, Google is currently hailed as one of most successful companies in the world, the rebranding of BackRub to Google aligns with the company’s entrance to new markets and several sub-brands. 

In December 2019, Google’s parent company Alphabet named Sundar Pichai as its CEO with both founders stepping away from day-to-day operations to join the board of directors.


  1. Odeo > Twitter

The transition from Odeo to Twitter is hailed as the most legendary business rebranding in social media history. 

What we today know as Twitter was initially launched as a podcasts platform before converting its model to a microblogging website and app. The social media giant feared its demise due to Apple iTunes taking over the podcast niche.



  1. UrbanClap > Urban Company

In January 2020, the Gurugram based home services marketplace UrbanClap rebranded itself to Urban Company introducing six new sub brands. The company claims that it wanted a globally acceptable brand name, given that it has a presence in India, Australia, Singapore and the UAE

With its rapid growth and the healthy funding track record, UrbanClap {Now Urban Company} is close to joining India’s burgeoning unicorn club.


  1. Matchbox > Tinder

The burgeoning online dating industry is welcoming several new apps and websites to simplify and digitize dating and matchmaking for individuals. 

US-based Tinder, which was launched in India in 2016, was initially named Matchbox before introducing a catchier name which instantly became a hit. 

With online dating in India expected to reach a market size of INR 10,000 Cr by 2021, Tinder is an active contender amid competitors such as Priyanka Chopra-backed dating app Bumble.

8.Confinity > PayPal

The digital payments industry is expected to grow into a $1 Tn in India by 2023. Before the advent of growth in this sector, global payments player PayPal was synonymous with online payments.

But did you know that PayPal was initially launched as a money transfer service by a different name? It was called Confinity before being merged with Elon Musk’s online banking company X.com.


9.AuctionWeb > eBay

Auction site eBay was initially launched as a dedicated platform to bringing together buyers and sellers in an honest and open marketplace. Founded by Pierre Omidyar in 1995, AuctionWeb was officially renamed as eBay. 

eBay remained as the largest global ecommerce marketplace until Bezos’ Amazon took over in terms of product sales.

10.Blue Ribbon Sports > Nike

The company was founded on January 25, 1964, as “Blue Ribbon Sports”, by Bill Bower man and Phil Knight, and officially became Nike, Inc. on May 30, 1971. The company takes its name from Nike, the Greek goddess of victory.

The company initially operated in Eugene, Oregon as a distributor for Japanese shoe maker Onitsuka Tiger, making most sales at track meets out of Knight’s automobile.




Credits : Google, YouTube, Wikipedia

Leave a Reply

Your email address will not be published. Required fields are marked *