ENTREPRENEURSHIP
What It's Like For A Brand To Change Its Name—Or Fight To Keep An Embattled One
Coming up with a brand name is no easy feat. Some brand founders land on names by happenstance, while others painstakingly select a name with deep meaning for what they're building and their lives. Regardless, it often takes many, many months to settle on a name, and even after settling on a name, there
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Taylor Bryant·October 10, 2024·1 min read
The 30-second read
Coming up with a brand name is no easy feat. Some brand founders land on names by happenstance, while others painstakingly select a name with deep meaning for what they’re building and their lives. Regardless, it often takes many, many months to settle on a name, and even after settling on a name, there can be circumstances where the name no longer aligns with messaging or causes unforeseen trademark issues, leading brands to go another route or litigate.
For the latest edition of our ongoing series posing questions relevant to indie beauty, we checked in with nine founders who either changed their brands’ names or are in the midst of protecting an existing name. We asked them the following questions: Why did you decide to move away from a previous brand name or fight for your brand name due to trademark issues? What costs and considerations went into the decision?
The players
1 mentionedBrand
AS Beauty
Founded2019
HQNew York, New York, United States
Revenue Range$150M+
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