#3 Use trade name license agreement challenges
as a springboard to brand rejuvenation.
What’s in a name? It’s a question PE firms may ask themselves when facing a trade name license agreement challenge after acquiring a company.
When license agreements prohibit the continued use of a brand name, a new name and brand messaging must be created that retain the brand’s equity. Customers must continue to feel the brand they love is still alive and well.
The good news is renaming a brand can become part of an overall strategy that includes a brand re-launch—the perfect opportunity to celebrate the brand and re-engage employees, customers and the industry. The entire enterprise must buy-in and play a role in embracing and supporting the brand’s new name.
Done well, it is a watershed moment that reinvigorates the brand and staff like never before. LABOV can show you how.
Have a branding opportunity? Sign-up for a jam session with our LABOV team and learn ways to capitalize and build on the brand’s equity.