Generally speaking, a company needs to change its name under the following circumstances:
1, thought of a better and more suitable company name;
2. The name that I wanted to use but failed can now be passed;
3. When the company's main business changes or expands, the original company name is not enough to express;
4. The company type changes (such as limited liability changes to limited shares);
5. The company acquired other companies, etc.
Second, the impact of the company name change on the enterprise:
Generally speaking, the change of enterprise name may involve the change of the whole name of the enterprise (group), the change of the name of the subsidiary and the simple trademark change. Simple trademark replacement is generally a change in the marketing strategy of a certain business of an enterprise, which has little impact. The influence of renaming is generally wide, which will also lead to the change of trademarks. The following is a special analysis of the motivation and influence of enterprise name change.
There are six motivations for changing the name of an enterprise: First, to improve the image of the enterprise, especially when the enterprise has a history of scandals, financial difficulties and major lawsuits, changing the name of the enterprise is an effective way to improve the image. Second, if the original enterprise name is not prominent or catchy, or the original enterprise name is not as well-known as its leading product brand, the enterprise may simply change the enterprise name in order to make the brand more distinctive. Third, the enterprise is acquired, becomes a subsidiary of the acquirer's enterprise or fully integrates into the original business of the acquirer's enterprise, and the acquirer launches its own brand. Fourth, a new business of the enterprise has developed to a certain extent. Due to technical, organizational, financial, industrial and other reasons, it is necessary to launch a new brand to strengthen its independence, thus giving the new business subsidiary a new name. Fifth, in order to implement strategic transformation, enterprises will replace the original name with industry or product characteristics. Sixth, multi-brand enterprises implement brand integration, aiming at highlighting the dominant brands.
The change of enterprise name is often accompanied by major strategic adjustment, business restructuring or organizational change, which will also lead to the change of enterprise image. Therefore, the management of enterprises is generally cautious about renaming. From the actual situation, the positive significance of enterprise renaming is greater than its negative impact. It is not only beneficial to enterprises that have changed their names in order to improve their image, but also beneficial to enterprises that have reorganized their business.
Of course, renaming may bring obstacles to the business development of enterprises, especially companies with a brand-new name. Enterprises need to take corresponding measures to reduce its negative impact, such as customer identification, strategic re-planning, financing and financial pressure, corporate culture reconstruction and so on. For customer identification, it is necessary to carry out brand promotion through advertisements, exhibitions, sponsorships, exhibitions and other forms to ensure the continuity of products and services. For strategic re-planning, it is necessary to break through the original thinking framework for strategic planning. For the pressure of financing and capital, it is necessary to build a new financial budget and accounting system, clarify the financial responsibilities of various businesses and departments, and attach importance to the reputation and image of enterprises in the capital market. For the reconstruction of corporate culture, we need to pay attention to internal communication, employee identity and maintain employee confidence. These problems are often mixed together and need to be solved by enterprises comprehensively and step by step.
The most important influence of corporate name change is corporate image recognition. In corporate image recognition, the most important thing is brand recognition. This kind of influence is a series, and it is also related to the fate of enterprises. The good effect is that the enterprise can not only retain its original market influence, but also introduce a brand-new corporate image into the competition.
Of course, the actual operation is very complicated and the cost is high. However, paying attention to the following matters will help enterprises avoid problems in the process of renaming and possible adverse effects in the future:
1. Enterprises should carefully weigh the possible costs and losses arising from the renaming of enterprises. After comprehensive consideration, if it is determined that the new corporate identity system is more conducive to the development of enterprises and will not bring such major problems as the need to rebuild brand recognition, enterprises or companies can try to change their names.
2. Renaming an enterprise will lead to the invalidation of the original trademark, which will lead to the problem of customer identification. Customer identity has a great influence on enterprises, and it is necessary to comprehensively adopt various forms of advertising, exhibition, sponsorship and other necessary forms to promote brands. The most important thing is to ensure the continuity of products and services.
3. With regard to financing, enterprises need to carry out necessary publicity to prove that its name change is not due to legal person change, enterprise merger and acquisition, enterprise financial problems, nor is it due to scandals, so as to avoid financing difficulties when the name change of enterprises is pending.
4. Strategic planning. When the company/enterprise bears the impact of renaming, it should carefully examine the current and predetermined strategies and analyze the feedback at any time to avoid falling into the problems of unclear strategic planning and unclear strategic thinking after renaming.
5, corporate culture reconstruction and other issues. The establishment of corporate culture is a long process. If the enterprise organization remains intact, it does not need to be completely rebuilt because of renaming. The image recognition system, which is very important in corporate culture, will be replaced by a large number after renaming, so it should be prefabricated according to the future development direction of the company before renaming. In addition, the core part of corporate culture is enterprise spirit. Even if the new corporate culture has its trade-offs, it should be clearly used as the basis for rebuilding corporate culture in the future to avoid the problem of corporate culture fracture. In addition, maintaining the spirit of enterprise also helps employees to have a sense of identity with the renamed enterprise or company and maintain their confidence in the enterprise.
Third, the company name change fee standard
1. Company name change approval: 50 yuan.
2. Change of company business license: 120 yuan.
3. Organization code change: 148 yuan.
4. Change of national tax registration certificate: 0 yuan.
5. Change of bank information: 100 yuan (the bank charges are different, so the bank charges shall prevail).