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25 Jul 2012
With some 1900 company name changes a year ago, one could think these re-branding efforts would pay dividends in market share, customer perception, and employee focus in forging a new direction, in the short and long term. Does XFINIITY make relevant and pertinent business sense for all stakeholders involved, or can it be viewed as confusing and irrelevant?

Comcast tallahassee

These are the basic questions Comcast must answer when creating a purchase in retraining customers to consider with regards to their existing and services under new brand name. But you can find inherent issues with re-branding which has to be addressed to be sure the new name fits having an existing and future targeted customer culture.



Does the business have these things?



· Multiple Delivery Platforms

· Multiple Types of Users

· Products & Services with Multiple Features

· Future Content Offerings

· Existing Umbrella or Corporate Names



Can the New Name Pass this Test?



· Does it have an emotional Bond with customer?

· Will the emblem name easily be remembered?

· Does the name association reverberate positive or negative?

· Does the newest name position the product as intended?

· Can the new name easily be pronounced by customers?

· Will the noise of the brand new name bond with the customer?



These are the basic issues Comcast probably considered when changing its product brand to XFINITY. For this is from the word (affinity), pronounced and spelled just like XFINITY, the meaning produces associations like:



How does an Affinity connection relate?



· (A feeling of connection) - "a natural liking for or identification with somebody or something"

· (Connection)-"a similarity or link between people or things

· (Somebody attractive)-"somebody to whom somebody else is attracted to"



The question remains, will customers have a connection with the XFINITY name? Is Comcast seeking to merge its products, both existing and new, in to a new brand that best describes its future? What else will the business do to improve the name, such as tying it to new and improved customer service and quality engineering? Or maybe it really wants to distance its products from a classic manufacturer like Comcast, that has been from the ups and downs of customer perceptions.



Even though company parent name will continue to be Comcast, despite having the newly acquired NBC-Universal, all its products will probably be marketed under the name XFINITY, including, Video, Broadband, and Telephone. This goes to include employee uniforms, customer bills, and product related advertising.



The question remains, will customers possess a connection with the XFINITY name? Is Comcast trying to merge its products, both existing and new, into a new brand that best describes its future? What else will the business do in order to boost the name, including tying it to new and improved customer care and quality engineering? Or maybe it wants to distance its products from an old brand name like Comcast, which has been from the pros and cons of customer perceptions.



Even though company parent name will remain Comcast, despite having the newly acquired NBC-Universal, most of its products is going to be marketed as XFINITY, including, Video, Broadband, and Telephone. This goes to include employee uniforms, customer bills, and product related advertising.

Comcast tallahassee

Len Grace is the founder and editor from the Cable Pipeline, a Cable Industry Blog focused on highlighting pertinent and relevant issues inside the Cable/Telecom arenas. His insights and opinions both inform and enlighten readers on current industry trends including Broadband, Digital Cable, Telecom, VOD, IPTV, Infrastructure, and Business Strategy.


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