What’s In a Name?

Everybody likes a makeover don’t they? Well this goes for companies as well and it’s known as re-branding. In fact, re-branding seems to be a bit of a trend at the moment. There are many companies going through this exercise across many industries. We hear about it all the time. However, this appears to be happening more within the satellite industry as well. Just this week, I am aware of two satellite companies, Gascom and Mobile Satellite Ventures that have re-branded and there are rumours that Thuraya is planning a re-brand in the near future, although this is not yet confirmed. These are just some examples. Gascom have decided to re-brand to Gazprom in order to integrate better into their parent company. They felt that taking on the name of Gazprom will give them a great deal more sway as a satellite operator and will help them to extend their client base.

So what can re-branding do for a company? Embarking on a re-branding project can turn a failing company around. The way a company is branded is crucial. It is a very powerful tool. It is the image that a company gives to the public and this can make or break it. There can be a number of reasons for re-branding. It can re-position a company and help launch it into a new market. It could be due to a merger or acquisition. A re-brand could also create harmonisation, update a company image or rationalise a brand portfolio. Whatever the reason is for a re-branding exercise, it must be recognised that this is often the result of a huge amount of investment and commitment. It is not something that is taken lightly and there is normally a very good reason behind the decision to re-brand.

Any process of re-branding is risky and must be addressed very carefully and sensitively and then launched in a subtle way so as not to alienate a company’s current customer base. When it is done carefully and correctly a re-brand can work wonders and re-vitalise a firm’s fortunes.

For the satellite industry as a whole, branding is perhaps something we don’t think of as being as important as it is for other industries but, nonetheless, it is vital that that the right image is projected. To many, the satellite industry itself is complicated, quite risky and something that they only vaguely understand. So perhaps the industry itself should be thinking more about how it should brand itself and sell the virtues of satellite communications – their reliability and effectiveness. Perhaps satellite communications should be seen as being more accessible than they currently are. The last thing that any industry wants to do is scare away potential customers and in de-mystifying satellite this could encourage people to sit up and listen to what the technology is capable of.

Getting the right kind of branding to push a product to the customer is inextricably linked to revenue and the satellite industry is no different to any other in terms of what it is doing business for – it is for financial gain. Re-branding is often the key to breathing new life into a company, but it can also be responsible for taking that life away. What’s in a name? A lot of investment, dedication and risk-taking.

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