Ctrl+Alt+Rename - When Brands Hit Reset by IMA Research

Zomato’s recent announcement that it will be rebranding its parent company as ‘Eternal’ raises an important question: Why do companies change their names? Typically, an organisation’s name is one of its most valuable assets, being instantly recognisable, carrying its history and shaping consumer perceptions. Yet, businesses do frequently change their names. Whether driven by consideration around strategic growth, crisis management or shifting consumer sentiment, this can be a high-stakes decision.

This podcast explores the key drivers behind corporate renaming, backed by real-world examples and lessons on what determines success or failure.