Australia: Rebranding in the energy market – Issues to consider

Last Updated: 3 August 2017
Article by Georgina Hey

A number of energy giants have recently undergone corporate rebranding exercises. The motivations of these powerhouses often vary, from unifying a group after a series of mergers and acquisitions, to repairing reputational damage, to just aligning with a new corporate vision. Tesla dropped "Motors" from its branding in 2016 to promote its clean energy solutions offering, and AGL Australia recently launched a new logo as part of a wider digitalisation strategy designed to emphasise sustainability and digitalisation.

Whatever their objective, when rebranding organisations will have to navigate numerous challenges along the way, many of which if not carefully managed can cause irreversible damage to both the new and incumbent brands.

Organisations looking to rebrand should complete a risk analysis and establish a comprehensive rebranding road map at an early stage, accounting for the risks that they may face in the course of rebranding (some of which are highlighted in this article) and incorporating steps to mitigate those challenges before they become problematic.

Plan for success

Fail to plan and you plan to fail- this phrase is especially true when rebranding. To manage timing, costs and to ensure confidentiality the first step needs to be establishing a detailed road map for your rebranding. Action points will include: (i) scoping the rebrand – which jurisdictions are involved; which brands; which businesses are impacted; (ii) identifying the project team, balancing the importance of maintaining confidentiality in the early stages against the value of having early access to operational and local knowledge that may useful in planning the rebranding; and (iii) defining your budget (which should include some contingency for overcoming inevitable road blocks), your risk appetite and your timeline.

Securing the brand

A gap analysis will be needed – what trade marks does the organisation already have registrations for, and where are the gaps? What trade marks are available to register and where might existing third party rights intervene and create difficulty for use? Today, brands consist of much more than trade marks and organisations considering a rebranding will need to consider several categories of intellectual property rights including copyright, domain names and social media handles, as well as company names. Maintaining confidentiality will be important for ensuring that rights remain available for registration – which is itself a challenge given the public nature of many intellectual property registries.

The early stages of using a new brand are arguably the riskiest in terms of third party challenges. An established brand is unlikely to be challenged as infringing a third party's rights, whereas this can be a key hazard for a new brand that is untested in the market. Carrying out thorough and effective clearance searches to identify any relevant third party risks early in the rebranding process could pay off significantly in the long run by avoiding adverse PR, and it will be more cost effective than defending a litigation and paying for a further rebrand in future.

Ensuring an effective transition

Your communications team might now start to think about marketing the rebranding. How will you introduce your new brand to the market, particularly your clients, employees and licensees? How will you secure their buy-in, and educate them about the new brand? By this stage, you should have established brand guidelines setting out in detail how the new brand should be used.

Listed companies and entities that have issued securities, particularly those with listings on multiple exchanges, will need to consider the rules of the relevant exchanges and potentially other regulators in the jurisdiction. These rules can be very prescriptive on the timing and form of announcement and may require a shareholder resolution – with penalties for non-compliance.

Implementing your brand transition is likely to require a project plan in itself, the first step for which is to identify the materials that need to be rebranded to a fine level of detail. You'll have broad categories of assets – digital assets, marketing materials, real estate and property (ranging from external signage to the office carpets) and logistics assets – in which there will be hundreds of individual branded items from business cards to staff uniform, and oil tankers to customer correspondence. Your implementation plan needs include types of branded items in use within your organisation, potentially across multiple jurisdictions, and may account for existing stock, lead times for ordering new stock, IT requirements, testing timelines and possibly key dates internally – for example, implementing a brand transition during month-end could create unnecessary complexity for your finance team.

When brand transition is complete, your historic branding should not be forgotten. There may be intrinsic goodwill in the brand from which third parties might seek to extract a benefit, and more. Could you sell the brand? Or even, would the business be concerned if a third party picked up the brand? A question to consider is how will intellectual property registrations for the historic brand be managed going forward? A different brand strategy may now be appropriate.

Conclusion

A corporate rebranding can deliver many business benefits. A new brand can enhance the effectiveness of your corporate strategy, refresh the identity of a company, create unity across an organisation and regenerate interest from clients and the wider market. With brand health under constant scrutiny, most organisations cannot afford to use an underperforming brand.

However the rollout of a new corporate brand brings with it a number of risks and challenges, which if not addressed properly and in good time have the potential to undermine your rebrand and irreparably damage your existing brand.

If you are considering or are already involved in a corporate rebranding, speak to a member of our IP Team to discuss the products we could offer to support your rebranding process and to help you to identify and mitigate the risks described in this article before they arise.

To print this article, all you need is to be registered on Mondaq.com.

Click to Login as an existing user or Register so you can print this article.

Authors
Georgina Hey
 
Some comments from our readers…
“The articles are extremely timely and highly applicable”
“I often find critical information not available elsewhere”
“As in-house counsel, Mondaq’s service is of great value”

Up-coming Events Search
Tools
Print
Font Size:
Translation
Channels
Mondaq on Twitter
 
Register for Access and our Free Biweekly Alert for
This service is completely free. Access 250,000 archived articles from 100+ countries and get a personalised email twice a week covering developments (and yes, our lawyers like to think you’ve read our Disclaimer).
 
Email Address
Company Name
Password
Confirm Password
Position
Mondaq Topics -- Select your Interests
 Accounting
 Anti-trust
 Commercial
 Compliance
 Consumer
 Criminal
 Employment
 Energy
 Environment
 Family
 Finance
 Government
 Healthcare
 Immigration
 Insolvency
 Insurance
 International
 IP
 Law Performance
 Law Practice
 Litigation
 Media & IT
 Privacy
 Real Estate
 Strategy
 Tax
 Technology
 Transport
 Wealth Mgt
Regions
Africa
Asia
Asia Pacific
Australasia
Canada
Caribbean
Europe
European Union
Latin America
Middle East
U.K.
United States
Worldwide Updates
Check to state you have read and
agree to our Terms and Conditions

Terms & Conditions and Privacy Statement

Mondaq.com (the Website) is owned and managed by Mondaq Ltd and as a user you are granted a non-exclusive, revocable license to access the Website under its terms and conditions of use. Your use of the Website constitutes your agreement to the following terms and conditions of use. Mondaq Ltd may terminate your use of the Website if you are in breach of these terms and conditions or if Mondaq Ltd decides to terminate your license of use for whatever reason.

Use of www.mondaq.com

You may use the Website but are required to register as a user if you wish to read the full text of the content and articles available (the Content). You may not modify, publish, transmit, transfer or sell, reproduce, create derivative works from, distribute, perform, link, display, or in any way exploit any of the Content, in whole or in part, except as expressly permitted in these terms & conditions or with the prior written consent of Mondaq Ltd. You may not use electronic or other means to extract details or information about Mondaq.com’s content, users or contributors in order to offer them any services or products which compete directly or indirectly with Mondaq Ltd’s services and products.

Disclaimer

Mondaq Ltd and/or its respective suppliers make no representations about the suitability of the information contained in the documents and related graphics published on this server for any purpose. All such documents and related graphics are provided "as is" without warranty of any kind. Mondaq Ltd and/or its respective suppliers hereby disclaim all warranties and conditions with regard to this information, including all implied warranties and conditions of merchantability, fitness for a particular purpose, title and non-infringement. In no event shall Mondaq Ltd and/or its respective suppliers be liable for any special, indirect or consequential damages or any damages whatsoever resulting from loss of use, data or profits, whether in an action of contract, negligence or other tortious action, arising out of or in connection with the use or performance of information available from this server.

The documents and related graphics published on this server could include technical inaccuracies or typographical errors. Changes are periodically added to the information herein. Mondaq Ltd and/or its respective suppliers may make improvements and/or changes in the product(s) and/or the program(s) described herein at any time.

Registration

Mondaq Ltd requires you to register and provide information that personally identifies you, including what sort of information you are interested in, for three primary purposes:

  • To allow you to personalize the Mondaq websites you are visiting.
  • To enable features such as password reminder, newsletter alerts, email a colleague, and linking from Mondaq (and its affiliate sites) to your website.
  • To produce demographic feedback for our information providers who provide information free for your use.

Mondaq (and its affiliate sites) do not sell or provide your details to third parties other than information providers. The reason we provide our information providers with this information is so that they can measure the response their articles are receiving and provide you with information about their products and services.

If you do not want us to provide your name and email address you may opt out by clicking here .

If you do not wish to receive any future announcements of products and services offered by Mondaq by clicking here .

Information Collection and Use

We require site users to register with Mondaq (and its affiliate sites) to view the free information on the site. We also collect information from our users at several different points on the websites: this is so that we can customise the sites according to individual usage, provide 'session-aware' functionality, and ensure that content is acquired and developed appropriately. This gives us an overall picture of our user profiles, which in turn shows to our Editorial Contributors the type of person they are reaching by posting articles on Mondaq (and its affiliate sites) – meaning more free content for registered users.

We are only able to provide the material on the Mondaq (and its affiliate sites) site free to site visitors because we can pass on information about the pages that users are viewing and the personal information users provide to us (e.g. email addresses) to reputable contributing firms such as law firms who author those pages. We do not sell or rent information to anyone else other than the authors of those pages, who may change from time to time. Should you wish us not to disclose your details to any of these parties, please tick the box above or tick the box marked "Opt out of Registration Information Disclosure" on the Your Profile page. We and our author organisations may only contact you via email or other means if you allow us to do so. Users can opt out of contact when they register on the site, or send an email to unsubscribe@mondaq.com with “no disclosure” in the subject heading

Mondaq News Alerts

In order to receive Mondaq News Alerts, users have to complete a separate registration form. This is a personalised service where users choose regions and topics of interest and we send it only to those users who have requested it. Users can stop receiving these Alerts by going to the Mondaq News Alerts page and deselecting all interest areas. In the same way users can amend their personal preferences to add or remove subject areas.

Cookies

A cookie is a small text file written to a user’s hard drive that contains an identifying user number. The cookies do not contain any personal information about users. We use the cookie so users do not have to log in every time they use the service and the cookie will automatically expire if you do not visit the Mondaq website (or its affiliate sites) for 12 months. We also use the cookie to personalise a user's experience of the site (for example to show information specific to a user's region). As the Mondaq sites are fully personalised and cookies are essential to its core technology the site will function unpredictably with browsers that do not support cookies - or where cookies are disabled (in these circumstances we advise you to attempt to locate the information you require elsewhere on the web). However if you are concerned about the presence of a Mondaq cookie on your machine you can also choose to expire the cookie immediately (remove it) by selecting the 'Log Off' menu option as the last thing you do when you use the site.

Some of our business partners may use cookies on our site (for example, advertisers). However, we have no access to or control over these cookies and we are not aware of any at present that do so.

Log Files

We use IP addresses to analyse trends, administer the site, track movement, and gather broad demographic information for aggregate use. IP addresses are not linked to personally identifiable information.

Links

This web site contains links to other sites. Please be aware that Mondaq (or its affiliate sites) are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of these third party sites. This privacy statement applies solely to information collected by this Web site.

Surveys & Contests

From time-to-time our site requests information from users via surveys or contests. Participation in these surveys or contests is completely voluntary and the user therefore has a choice whether or not to disclose any information requested. Information requested may include contact information (such as name and delivery address), and demographic information (such as postcode, age level). Contact information will be used to notify the winners and award prizes. Survey information will be used for purposes of monitoring or improving the functionality of the site.

Mail-A-Friend

If a user elects to use our referral service for informing a friend about our site, we ask them for the friend’s name and email address. Mondaq stores this information and may contact the friend to invite them to register with Mondaq, but they will not be contacted more than once. The friend may contact Mondaq to request the removal of this information from our database.

Security

This website takes every reasonable precaution to protect our users’ information. When users submit sensitive information via the website, your information is protected using firewalls and other security technology. If you have any questions about the security at our website, you can send an email to webmaster@mondaq.com.

Correcting/Updating Personal Information

If a user’s personally identifiable information changes (such as postcode), or if a user no longer desires our service, we will endeavour to provide a way to correct, update or remove that user’s personal data provided to us. This can usually be done at the “Your Profile” page or by sending an email to EditorialAdvisor@mondaq.com.

Notification of Changes

If we decide to change our Terms & Conditions or Privacy Policy, we will post those changes on our site so our users are always aware of what information we collect, how we use it, and under what circumstances, if any, we disclose it. If at any point we decide to use personally identifiable information in a manner different from that stated at the time it was collected, we will notify users by way of an email. Users will have a choice as to whether or not we use their information in this different manner. We will use information in accordance with the privacy policy under which the information was collected.

How to contact Mondaq

You can contact us with comments or queries at enquiries@mondaq.com.

If for some reason you believe Mondaq Ltd. has not adhered to these principles, please notify us by e-mail at problems@mondaq.com and we will use commercially reasonable efforts to determine and correct the problem promptly.