Alina Nikolyuk | 1 November, 2023

Why is proper rebranding important?

5 хвилин


You’ve probably seen it happen many times, when a well-known company suddenly decides it’s time for a change and completely revamps its image. Today, we’re going to figure out what motivates companies to change their beloved names and logos, and how to do it right so as not to lose consumer favor.

What is rebranding?

Rebranding is directly related to intellectual property law and involves a set of measures to change brand elements such as the logo, name, slogans, etc. Such a marketing strategy is used by companies to update their image, adapt to changes in the target audience or market conditions, improve brand perception, solve problems associated with the previous image, or simply to update the look.

What motivates companies to rebrand?

It is not uncommon for a company to have been operating in the market for a long time and realize the need for change, so it undergoes a redesign. Often, the old identity of a company is no longer perceived by consumers as it used to be and gradually loses its relevance. This leads to the need for rebranding. Thus, there may be either a complete change of name or simply supplementing the existing one with additional unique elements.

Another case of a company’s branding being forced to change is when competitors do. For example, there are two companies that are engaged in similar activities and have a similar name or logo. It’s only a matter of time before one company demands that the other stops using a similar identity and parasitizing on its own reputation. Here, the fact and date of trademark registration and the priority of introducing such a name into civil circulation will be important. But one way or another, one of the competitors will have to give in.

We are sure that you have repeatedly encountered the Miniso chain of stores, and at some point, the emergence of Usupso stores. In fact, these are not related companies or brands, but rather competing ones. Thus, Miniso is suing the Usupso brand and is demanding that the latter’s trademark registrations be canceled and that the use of similar branding be stopped. The court case is still ongoing. However, the Usupso chain has already begun to conduct a “forced” rebranding and launch a new name – O!Some. The owners estimate the cost of rebranding each store at 250 thousand hryvnias.

Currently, companies in Ukraine are also actively rebranding to minimize their reputational losses. The main goal of changing the image of such companies is to stop being associated with a brand that has received negative publicity, as well as to regain the lost consumer trust.

However, rebranding may not be “forced” but may be deliberately carried out by a company to update its identity, attract new consumers, and demonstrate brand values.

Everyone has probably watched the long process of buying the former Twitter company by Elon Musk. But more than the process of concluding such a deal, ordinary users were surprised, and sometimes even outraged, by the decision to change the logo and name of the Twitter social network to “X”. Apparently, this step was taken to create associations of the new company with a number of other businesses and products of Elon Musk. Nevertheless, such a decision can hardly be called a balanced one from the point of view of intellectual property rights. While at the time of the purchase, Twitter was highly recognized and popular among users, and had a number of registered trademarks in different countries, the situation with X was more complicated. Not only was the new branding negatively perceived by users, but there were a lot of trademarks in the world based on the letter “X”, which makes it almost impossible to register such a name and further protect the brand.

What should you pay attention to when rebranding?

So, after we have delved into the issue of rebranding, as well as familiarized ourselves with real-life examples of successful and not-so-successful changes in corporate identity, it’s time to move on to practical advice. So what should you consider when rebranding?

First of all, you need to find out why you want to rebrand, whether it is really necessary and how much it will cost, as well as analyze your consumer base, their needs and vision of your brand.

No less important than marketing strategies is the issue of intellectual property. The launch of your updated brand should be preceded by an analysis of existing brands on the market. When you have chosen a tentative name or logo, you need to check whether such a trademark has been registered by others for your type of business. If so, you need to start over. If not, then you need to submit such a name or logo for registration to protect your identity for the future. We would like to emphasize that trademark registration takes time, so it is worth starting with this.

An important component of successful rebranding is the creation of a high-quality IP portfolio, which means that you have to take care of all intellectual property rights. In particular, you can register as a trademark not only the updated brand name but also various variations of new logos or slogans. Copyright can be used to protect the look of your advertising materials or website.


So, regardless of the root causes of your rebranding, the main thing is to do it carefully and correctly, and such a step will not only attract a new audience of consumers but also give your business a second wind.

You may be interested
Copyright vs. trademark: how to protect rights to characters more effectively
Alina Nikolyuk | | 24 May, 2024
Copyright vs. trademark: how to protect rights to characters more effectively

Over the years, cinema, television and literature have given us many favourite characters that we can recognize just by one of their phrases or characteristic images. Undoubtedly, such intellectual property requires proper legal protection. That is why today we will follow the “life path” of a character: from his birth to his death (of course, […]

The evolution of IP enforcement in Ukraine: the rise of the Appeals Chamber’s role
Anastasiia Shevchuk | Oleh Berbeka | | 18 March, 2024
The evolution of IP enforcement in Ukraine: the rise of the Appeals Chamber’s role
5 хвилин

On February 9, 2024, the new Regulation of the Appeals Chamber of the Ukrainian National Office for Intellectual Property and Innovations (further — IP Office) entered into force. The IP community is eagerly awaiting the resumption of the Appeals Chamber’s work because now, in addition to its traditional and customary powers to review oppositions against […]

Challenges in ensuring an supplementary protection period of  medicinal products in Ukraine
Zhuravlov Vladyslav | | 23 January, 2024
Challenges in ensuring an supplementary protection period of medicinal products in Ukraine
5 minutes

Historical retrospective and EU practice In general, the introduction of the supplementary protection is intended to reimburse the patent holder part of the effective term, during which the invention could not be actually used, as it requires state registration of the medicinal product, which takes a certain amount of time. The establishment of this institution […]

Contact us
We will find the best solution for your business

    Thank you for your request!
    We will contact you within 5 hours!
    This site uses cookies to improve your experience. By continuing, you agree to our Privacy Policy.

    Privacy settings

    When you visit websites, they may store or retrieve data in your browser. This storage is often required for basic website functionality. Storage may be used for marketing, analytics and site personalization purposes, such as storing your preferences. Privacy is important to us, so you can disable certain types of storage that may not be necessary for the basic functioning of the website. Blocking categories may affect the performance of the website.

    Manage settings


    Always active

    These cookies are necessary for the website to function and cannot be disabled in our systems. They are usually only set in response to actions you take that constitute a request for services, such as adjusting your privacy settings, logging in, or filling out forms. You can set your browser to block these cookies or notify you about them, but some parts of the site will not work. These cookies do not store any personal information.


    These elements are used to show you advertising that is more relevant to you and your interests. They can also be used to limit the number of ad views and measure the effectiveness of advertising campaigns. Advertising networks usually place them with the permission of the site operator.


    These elements allow the website to remember your choices (such as your username, language or region you are in) and provide enhanced, more personalized features. For example, a website may provide you with local weather forecasts or traffic news by storing data about your current location.


    These elements help the website operator understand how their website works, how visitors interact with the site and whether there may be technical problems. This type of storage usually does not collect information that identifies the visitor.