Scoop Page 1: Rebrand 'Facebook' to
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Facebook, Inc., an information technology company at Mark Zuckerberg established in the room of Harvard University dormitories The United States of America 17 years ago changed its name to a new name already.
From “Facebook, Inc.” to “Meta Platform, Inc.”, abbreviated as “Metha.”
But there is no change in the management group of the company. especially senior management groups There hasn't been any change in the company's structure, at least for now.
Interestingly, the brand "Facebook" is one of the brands. The strongest social media platform in the world. More than 2.7 billion monthly active members.
Why do you have to change.. Why rebrand?!
Zuckerberg Said in the annual event "Connect Conference", the name of Facebook is limited to only one part of the company's activities. It does not reflect the reality of all the activities the company is doing. Let's not just cover what the company will do in the future.
In contrast, “Meta” will be directly linked to “Metaverse”, a future platform that Zuckerberg believe to be "New environment" of human society in the future
That's why some marketing scholars admit that. This is enough to carry out the “rebranding” process, and many large companies in the past used rebranding for this reason. Step up to a new, higher level.
For example, Computing-Tabulating Company or CTR renamed to International Business Machines Corporation or IBM and has been successful until today.
the problem is that Many marketers do not see that Zuckerberg's reasoning looks contradictory and does not indicate the "main" reason that drives him to change his name this time.
At the very least, “Meta” is a name attached to a single (future) product rather than representing all of the company's products. The same goes for the name "Facebook".
Dr. PK Cannan, Faculty of Dean, Department of Marketing Science Office of Business Administration at the University of Maryland One key reason behind the many name changes in the past was that It's because of the company's original name. It is no longer liked by the public and consumers.
This is in line with the comments of Dr. Dustin York, associate professor of communications at the University of Maryville, who saw the rebranding as a "strategy" for the company to move away from resistance. There is growing opposition as Facebook takes on an increasingly "negative" role over misrepresentation of information, causing divisions in society, that is not good for health. physical and mental health, and may also be considered a violation of privacy, etc.
The goal of the rebranding, in Dr York's opinion, is "to separate the negative reputation" from Facebook's "other" ventures, such as Oculus. (Which will continue to change the product name to the product of Meta), Instagram, WhatsApp, etc., not to get involved in the situation of Facebook that is “in crisis in both ways. society and from the point of view of those acting in supervisory roles.”
Marketing consultant Laura Reese believes that in this respect, the rebranding of Facebook is no different from the rebranding of energy company BP (British Petroleum), which is trying to rebrand the company as B. Yond Petroleum" to escape the criticism that This oil giant engages in activities that are harmful to the environment and to humanity.
while facebook being accused of "Facebook wallpaper" that only seeks profit, without caring about the welfare of users The subscriber is a consumer of the company's products.
