Brand architecture

Member lesson

Migrating a brand people already know

Lesson 6 of 10 in Brand architecture.

Lesson

Changing a name that people know is a logistics problem wearing a branding hat. The customers have to be brought across, and the standard method is to show both names together for long enough that the new one is learned.

An ink drawing of a corner shop where a worker on a ladder fixes a new leaf sign above an old circle sign, with old boxes in the window and a customer looking up at both.
Old and new signs hang together so regulars learn the new name.
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Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Which of these words means this? “Moving customers from one brand name to another.”

    • Retirement
    • Dual branding
    • Migration
    • Transition period
  2. Question 2, locked

    Which of these words means this? “Both names shown together during the transition.”

    • Equity audit
    • Retirement
    • Migration
    • Dual branding
  3. Question 3, locked

    Which of these words means this? “How long both are used. Usually longer than planned.”

    • Co-branding
    • Pull strategy
    • Transition period
    • Dilution risk

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