Rebound and rebrand

Rebound and rebrand View Gallery
Marian McQuillan, director of Quillsen which, until earlier this year, was known as Gunne

As businesses put the recession behind them, it seems everyone is suddenly rebranding – but it’s a change that carries big risks

As UPC becomes Virgin Ireland, the Irish Dairy Board changes its name to Ornua, National Newspapers of Ireland renames itself Newsbrands Ireland, and an Eircom brand overhaul looms, rebranding seems to be the latest trend in marketing.

Even Google, one of the world’s biggest brands, announced last month that it was rebranding as Alphabet Inc to reflect its new operating structure, and the company revealed a new logo which is meant to reflect changes in...

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