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Comcast – Why Rebranded?
Comcast, an American global telecommunications conglomerate is in a phase of transition. The transition is most likely historic and will become a milestone in the evolution of the company. Comcast, being one of the largest broadcasting and cable television companies in the country, has been serving the country for 40 years. As we all know very well, Comcast is actually Comcast Corporation with two main businesses namely Comcast Cable and NBC Universal.
Comcast cable provides various television and Internet access services to residential and business customers. While NBC Universal deals with news, sports cable networks. Recently, the company decided to rebrand its consumer products segment as Xfinity. This transition of the consumer segment from Chrome Cast to Xfinity is phenomenal and remarkable in the history of Chrome Cast Corporation. According to the company’s blog, the transition is about giving the brand a unique identity and building it around its strengths rather than the brand image of its parent company.
However, the company now feels the need for a transition and is preparing to rebrand itself as Xfinity. According to many sources close to the company, this transformation of the company’s brand name must make itself more familiar to the younger segment of society. As a broadcasting company, it is very important for the company to evolve it over generations and it must grow and transform accordingly. This could be the main reason for the rebranding of Comcast.
In fact, the company does not change its brand name but changes its consumer segments such as television, Internet access and telephone under the name of Xfintiy. According to the company’s blog, it is changing the brand name of its consumer products to show its innovation capabilities and trying to project itself differently in the market. Many see this as the company’s marketing strategy to build its own brand image different from that of its parent company.
As Comcast is a popular brand in the cable television segment and has been identified for its brand name rather than its striking innovation in television and Internet access. To suppress these customer hunches and popularize its other services in the consumer segment, the company’s strategic management unit felt the need to rebrand the chrome cast from its former brand name to Xfinity which wraps all of its products in consumption and symbolizes many innovations in the near future. .
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