Brand Name Changes and Rebrands: The Biggest Identity Shifts of 2025-2026

When Brands Change Their Names

Brand names are among the most valuable assets a company owns. Coca-Cola's name alone is estimated to be worth over $80 billion. So when a company decides to change a brand name or undergo a major rebrand, the stakes are enormous. Get it right, and the brand emerges refreshed and relevant. Get it wrong, and billions in brand equity can evaporate.

The past two years have seen an unusual wave of corporate rebrands, name changes, and identity overhauls. Some were driven by corporate restructuring. Others responded to changing consumer expectations. And a few were simply attempts to shake off negative associations.

Here are the most significant brand identity shifts of 2025-2026 and what they reveal about brand ownership strategy.

The Biggest Name Changes

Twitter to X (2023, Ongoing Impact)

What happened: Elon Musk rebranded Twitter to X in July 2023, replacing one of the most recognizable brand names in technology with a single letter.

Why: Musk's vision was to transform Twitter from a social media platform into an "everything app" (similar to China's WeChat) encompassing payments, messaging, commerce, and more. The X brand was intended to signal this broader ambition.

The result: Nearly three years later, the rebrand remains one of the most debated in corporate history. Many users and media outlets still refer to the platform as "Twitter." The X brand has not achieved the universal recognition that Twitter had. However, the platform continues to operate and has introduced new features including payments and long-form content.

Ownership context: X Corp. is a private company wholly owned by Elon Musk through his holding companies. The rebrand was possible precisely because there was no public board of directors to overrule the decision.

HBO Max to Max (2023, Continuing Evolution)

What happened: Warner Bros. Discovery rebranded HBO Max to simply "Max" in May 2023, dropping the iconic HBO name from the streaming service title.

Why: WBD wanted the streaming service to encompass more than HBO content. Max includes Discovery programming (food, home, nature), CNN content, and Warner Bros. films alongside HBO originals. The "HBO" prefix was seen as limiting the service's identity.

The result: The HBO brand remains on premium programming (shows are still branded "An HBO Original"), but the service itself is "Max." The rebrand coincided with adding lower-priced ad-supported tiers. WBD announced plans to separate its linear TV networks from its studio and streaming operations in Q3 2026.

Facebook (Company) to Meta (2021, Maturing)

What happened: Facebook Inc. renamed itself Meta Platforms, Inc. in October 2021.

Why: Mark Zuckerberg positioned the name change around the company's pivot to building the "metaverse." The rebrand also distanced the corporate identity from the Facebook social network amid ongoing controversies.

The result: The Meta corporate name has largely been accepted. However, the metaverse vision has been significantly scaled back. Meta's Reality Labs division (VR/AR) has accumulated over $50 billion in operating losses since 2020. Meanwhile, Meta's advertising business has thrived, and the company pivoted its narrative toward AI in 2024-2025.

Brand structure: Meta is the corporate name. The products retain individual brand names: Facebook, Instagram, WhatsApp, Threads, Meta Quest.

Google to Alphabet (2015, Fully Established)

What happened: Google restructured under a new holding company called Alphabet Inc. in 2015.

Why: Google's business had expanded far beyond search into self-driving cars (Waymo), life sciences (Verily), venture capital (GV), and other ventures. Alphabet was created as a holding company to house these diverse businesses while Google remained the core advertising and technology business.

The result: This is widely considered one of the most successful corporate rebrands. Alphabet (NASDAQ: GOOGL) is the publicly traded entity. Google operates as Alphabet's largest subsidiary. Consumers still use "Google" for the products they interact with, while investors and analysts reference "Alphabet" for the corporate entity.

Major Rebrands (Visual Identity Changes)

Kellogg's Split: WK Kellogg Co and Kellanova (2023)

What happened: Kellogg Company split into two companies in October 2023:

• WK Kellogg Co (NYSE: KLG): North American cereal business (Frosted Flakes, Froot Loops, Raisin Bran)
• Kellanova (NYSE: K): Global snacking business (Pringles, Cheez-It, Pop-Tarts, Eggo)

What happened next: Mars, Incorporated acquired Kellanova for $36 billion in 2025, making Pringles and Cheez-It part of the Mars portfolio.

Kraft Heinz Planned Split (2026)

What is happening: Kraft Heinz announced in September 2025 that it will split into two publicly traded companies by H2 2026. The "high-growth" company retains Heinz, Philadelphia, and Kraft Mac & Cheese. The "grocery" company gets Oscar Mayer, Maxwell House, and Jell-O. Former Kellanova CEO Steve Cahillane will lead the growth company.

Cracker Barrel Refresh (2025)

What happened: Cracker Barrel Old Country Store refreshed its visual identity in 2025, modernizing its logo while retaining heritage elements. The rebrand accompanied menu updates and store renovations aimed at attracting younger demographics.

La-Z-Boy Heritage Rebrand (2025)

What happened: La-Z-Boy returned to elements of its original logo design in 2025, blending heritage with modern aesthetics. The rebrand was voted one of the best of the year by industry publications for its thoughtful balance of nostalgia and contemporary design.

Comcast Cable Spinoff: Versant Media (2026)

What happened: Comcast is spinning off its cable television networks (USA Network, CNBC, MSNBC, Bravo, E!, SyFy, and others) into a new company called Versant Media, which began trading in early 2026. This separates Comcast's declining linear TV business from its growth businesses (Peacock streaming, NBCUniversal studios, theme parks).

Why Brands Rebrand

1. Corporate Restructuring

When companies split, merge, or spin off divisions, new brand names are often required. Kenvue, Kellanova, and Versant Media were all created because of corporate separations.

2. Reputation Reset

Sometimes brands carry negative associations. Facebook's rebrand to Meta was widely interpreted as an attempt to distance the corporate identity from controversies surrounding the Facebook social network.

3. Scope Expansion

When a company outgrows its original identity, a rebrand signals broader ambitions. Google became Alphabet to reflect that the company was more than just a search engine. Dunkin' Donuts became Dunkin' to signal that coffee (not just donuts) was central to the brand.

4. Competitive Repositioning

Brands rebrand to appeal to new demographics or market segments. Cracker Barrel's 2025 refresh aimed to attract younger consumers. La-Z-Boy's heritage rebrand aimed to blend classic appeal with modern sensibility.

5. Regulatory or Legal Necessity

Sometimes rebrands are forced by trademark disputes, regulatory requirements, or legal settlements.

The Cost of Rebranding

Corporate rebrands are expensive. Estimates for major name changes typically range from $100 million to over $1 billion when accounting for:

• New logos, packaging, signage, and merchandise
• Marketing campaigns to establish the new identity
• Legal costs (trademark registration, domain acquisition)
• Internal communications and employee training
• Website and app redesigns
• Partner and distributor notifications
• Lost brand recognition during the transition period

Twitter's rebrand to X was estimated to have destroyed $4-20 billion in brand equity, according to various brand valuation firms. Whether X eventually rebuilds that value remains to be seen.

What Rebrands Mean for Consumers

Products rarely change. When a company rebrands, the products typically remain identical. Kenvue's Tylenol is the same formulation it was under J&J. Max streams the same HBO shows as HBO Max did.

Customer service may shift. New corporate structures can change customer service experiences, warranty handling, and support channels.

Pricing may adjust. Rebrands associated with corporate splits sometimes lead to pricing changes as new companies optimize their individual financial profiles.

Your data may transfer. When brands change corporate parents, consumer data (loyalty programs, purchase history, preferences) typically transfers to the new entity.

Frequently Asked Questions

What is the biggest rebrand in history?

By brand value impact, Twitter's rebrand to X is arguably the most significant, potentially destroying billions in established brand equity. By corporate scope, Facebook's rebrand to Meta affected a company with a $500+ billion market cap and products used by over 3 billion people.

Do rebrands usually work?

Results are mixed. Alphabet (Google's parent) is considered highly successful. Meta has been partially successful (corporate name accepted, but metaverse vision scaled back). Twitter to X is widely considered unsuccessful from a brand equity perspective.

Why do companies split into two brands?

Companies split when different parts of the business have different growth profiles, investor bases, or strategic needs. The theory is that focused companies are valued more highly than diversified conglomerates.

The Bottom Line

Brand name changes and rebrands are accelerating as companies restructure, pivot, and compete in rapidly evolving markets. Whether the change is a corporate holding company rename (Google to Alphabet), a product rebrand (HBO Max to Max), or a complete identity overhaul (Twitter to X), each decision reflects the strategic calculations of the company's ownership. For consumers, these changes are mostly cosmetic. For investors and industry observers, they reveal the direction a company plans to take.

Track brand ownership changes on WhoBrands or browse the latest brand updates.

Sources

1. Storyboard18. "2025 in Rebrands: Logos Changed, Names Returned." 2025. 2. Transform Magazine. "Transform Readers' Rebrand of the Year 2025." 3. CNBC. "Kraft Heinz Plans to Split Into Two Companies." September 2025. 4. Deadline. "2026 Mergers & Acquisitions in Media: Outlook." December 2025. 5. Brand Finance. "Global Brand Valuation Reports." 2025.

All brand ownership data verified through WhoBrands.com's research methodology. Last updated: January 31, 2026.