Is any brand beyond saving” Not if you take the Volkswagen example. The car producer shook off its Nazi associations by atoning for its dark past and re-building the brand from the ground up via name changes and product acquisitions.
You?ve given your brand a unique moniker, only to receive an official legal letter from a big business that’s taken offence. It’s a nightmare entrepreneurs dread, but company name disputes are seemingly inevitable.
So you’ve spent years building your business from the base up, acquiring customers, closing funding rounds and building the team. After deciding the company needs a fresh new look, how do you go about doing that to an established company worth a nine-figure amount
By Guy Wilmot
Any business considering a rebranding initiative (or for that matter, an initial branding) should make sure that they follow some basic legal steps.
