Key takeaways:

• The most common reasons for a rebrand were for a more memorable brand (36%) or a stronger digital presence (34%)
• A significant number were due to pivots, with the original name no longer reflecting the business’s purpose (29%) or targeting a new audience (27%)
• Over one in ten (12%) faced trademark concerns with their original name
• A majority (61%) budgeted over $10000 for a new domain.
• 30% secured a new domain for under $5000
• 28% budgeted over $50K, with 12% budgeting over $100K.

Objective: Companies rebrand for many reasons, including unpredictable pivots as well as predictable failures of names or domains to have the necessary impact. We ran this research to understand why companies choose to rebrand, how important domain names are within that process, and the level of investment founders and C-suite leaders are willing to make to secure the right domain for their new brand. Founders can use the results to align their naming and domain choices with a long-term, strategic vision.

Questions:

Qualifying question: Has your company ever undergone a rebrand (including a company name change or domain change)?

• Yes
• No

Question one: What were the primary reasons for your company’s most recent rebrand? (Select all that apply)

• Our original name limited future growth or expansion/Our original name no longer reflected what the business does
• We were entering international markets
• We were targeting a different customer audience
• Our original name was difficult to spell, pronounce, or remember
• We wanted a more memorable or distinctive brand
• We needed a stronger domain name or digital presence
• We faced trademark or legal concerns

Question two: How much was your budget for the new domain?

Question three: How much was your actual spend?

Audience:

Founders and C-Suite leaders (e.g., CEO, CFO, COO) who have led their organisation through a rebrand

Overall Results

• The most common reasons for a rebrand were for a more memorable brand (36%) or a stronger digital presence (34%)
• A significant number were due to pivots, with the original name no longer reflecting the business’s purpose (29%) or targeting a new audience (27%)
• Over one in ten (12%) faced trademark concerns with their original name
• A majority (61%) budgeted over $10000 for a new domain.
• 30% secured a new domain for under $5000
• 28% budgeted over $50K, with 12% budgeting over $100K.

What were the primary reasons for your company’s most recent rebrand?

How much was your budget for the new domain?

How much was your actual spend?

• Many respondents indicated moderate spending between $1,000 and $10,000 to secure their domain.
• A substantial number of businesses invested heavily, with actual spends frequently falling in the range of $15,000 to $75,000.
• Several respondents reported ultrapremium domain purchases exceeding $100,000, with some as high as $350,000.

Conclusion

Rebranding is rarely driven by aesthetics alone. This research shows that for many companies, it reflects a pivot towards new offerings or target markets, while a third of rebrands are a strategic shift towards a stronger name or domain. Founders should consider the long-term future of their business, both in terms of markets as well as brand identity, when choosing a name to reduce the risk of an expensive rebrand.

Meanwhile, these findings also show that premium domains are viewed as a long-term business asset, with many organisations allocating five- and six-figure budgets to secure the right digital identity.

If you’re interested in digging deeper into our findings, or asking your own questions on domain choice and branding topics, contact thom@atomradar.com to learn more.

Further Reading

• Must-Read Insights on Domain Names Backed by Deep Audience Research
• The Revenue Loss Impact of a Bad Domain: 84% of Serial Entrepreneurs say Weak Domains Cost 15% of Annual Revenue, Every Year
• How Weak Domains Harm Brands: Founders and Serial Entrepreneurs on the Real-World Impact of a Bad Domain Name

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About The Author

Thom Davies

Thom Davies is a researcher at AtomRadar and content strategist for Atom.com. His background in quantitative and qualitative analysis is the foundation for data-led brand strategy.

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