Case study: Should you rename a business with a well-known name?

Topics: Brand & Strategy
For: B2C

👤 Question from

David, Funeral Director at multiple funeral homes

❓ Question

Our family is in the funeral home business in California.

We typically acquire family-owned ones but keep the original names. We've owned this particular one for about 10 years and many in the community are familiar with it. However, the area is growing and we want to attract new customers who have never heard of us before. 

The current name is hard to pronounce (e.g. J. W. Johnson Funeral Chapel), we’re also remodeling it and it seems like a good time to rebrand to an easier name (e.g. Serenita).

Would changing the name be a good idea to attract new business? Or will the community think it was bought by a big corporation and not trust it anymore?

🎓 Answer

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