Rebranding

Photo of Twitter X sign

X and The Risks of Rebranding

Last week, Randy wrote about some lurking trademark issues that could await Elon Musk as he rebrands Twitter to X. Musk’s decision shines a spotlight on the risks associated with rebranding. Not only can rebranding lead to a potential dispute with another trademark owner, as Randy discussed, but it can also cause a brand to lose a lot of value. Trademarks can be valuable assets, but with the rebrand, $4 to $20 billion in value vanished overnight based on estimates from analysts and brand agencies. Musk purchased Twitter for $44 billion in October. Coincidentally, the company is currently valued at [...]
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