Do name changes like GVC Holdings PLC’s to Entain PLC help companies escape sins of the past?

Jannie Delucca

With the Ladbrokes proprietor aiming to improve its document on accountable gambling, the rebrand may perhaps also be an try to restore its public impression, not a first in the history of company renaming

Ladbrokes proprietor PLC () introduced on Thursday morning that it is switching its name to Entain PLC as section of a slight strategic shift beneath its new chief government Shay Segev.

The go arrives as the FTSE one hundred enterprise, which also owns the Sportingbet, Cunning Bingo, bwin and Bash Poker, mentioned ninety nine% of its revenue will be from regulated markets by the finish of the year, up from ninety six% currently, and it aims to make this one hundred% by 2023 by ducking out of any ‘grey’ markets.

Read: GVC Holdings to adjust name to Entain PLC and exit unregulated markets

GVC’s rebrand also appears to be section of a go to ‘turn more than a new leaf’ and improve its public perception, with the enterprise also preparing to donate £100mln more than the next five years to local community assignments, which include supporting grassroots activity, and instal wider accountable gambling controls into its platform.

With trouble gambling and the sponsorship of sports groups by betting corporations significantly attracting headlines and the ire of regulators, and ESG investing concerns significantly dominant, it appears like a prudent go from a PR and trader relations standpoint.

Rebranding to restore your public impression is practically nothing new for the UK’s big corporations, with the name adjust of Royal Lender of Scotland to Natwest Group PLC () in July seen as an instance of the company making an attempt to split with its toxic earlier pursuing a sequence of scandals pursuing the 2008 fiscal crisis payment defense insurance coverage (PPI), fee correcting and the conduct of its World-wide Restructuring Group (GRG) company unit.

It was a comparable tale for accountancy company Arthur Anderson, which noticed its reputation left in tatters pursuing its part in the personal bankruptcy of US electrical power big Enron. The enterprise was then dismembered and its consultancy arm renamed in 2001.

When a rebrand goes wrong

Most likely one particular of the additional popular illustrations of a rebrand messing up completely also originated in 2001 with the name adjust of Royal Mail Group PLC () to ‘Consignia’ as section of a approach by then chief government John Roberts to develop the scope of the company and try to push into worldwide markets.

The £2mln price tag to rebrand and then un-rebrand turned an quick laughing stock and lasted all over sixteen months in advance of it was canned.

As the brainchild, Roberts also located himself staying consigned to the list of former CEOs of the company shortly following.

Noteworthy successes

Though Royal Mail botched its very own try to use a rebrand as a type of company growth, tech big Apple Inc () was additional successful. Though at first acknowledged as Apple Personal computers, the name was shortened as the company began to develop into music gamers with the iPod and eventually mobiles with the Iphone, providing its manufacturer a broader include for its new ranges.

Other rebrands have additional mundane targets in head, these kinds of as the 2015 rebrand of research motor big Google to ().

The tech company formed Alphabet as a guardian to the main research motor company, which remains its biggest asset, when also allowing for it to scale the management of its other company arms, a lot of of which include exploration & progress corporations generating technological innovation relevant to self-driving cars and trucks and other so-known as ‘moon-shot’ assignments. 

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