Comcast – Why Rebranded?


Comcast, an American global telecommunications conglomerate, is in a transition phase. This transformation is most likely historical and will become a milestone in the evolution of the corporation. Comcast, being one of the country’s largest broadcasting and cable companies, has served the country for the past 40 years. As we all know very well, Comcast is actually a Comcast Corporation with two core businesses, namely Comcast Cable and Universal NBC.

Comcast Cable provides a variety of television services and Internet access to both home and business customers. NBC universal, on the other hand, deals with the news, sports cable networks. Recently, the company decided to rebrand its consumer product segment to Xfinity. This transition from the chrome die casting consumer segment to Xfinity is phenomenal and remarkable in the history of chrome Cast Corporation. As with a company blog, the transition is designed to create a unique brand identity and make it build on its strengths rather than the parent company’s brand image.

However, now the company feels the need to change and is preparing to rebrand to Xfinity. According to many sources close to the company, this change of the company’s branding is aimed at getting used to the younger segment of society. As a broadcasting corporation, it is very important that the company changes according to the generations and should grow and transform accordingly. This could be the main reason for Comcast’s rebranding.

In fact, the company does not change its brand name, but changes consumer segments such as TV, Internet access, and telephone as Xfintiy. According to the company’s blog, it changes the brand of its consumer products to show its innovative abilities and tries to present itself to the market differently. Many see this as a company’s marketing strategy to build its own brand image other than its parent company.

Because Comcast is a popular brand in the cable segment and is identified by its brand name rather than for its striking innovation in television and internet access. In order to get rid of such intuition among customers and popularize its other services in the consumer segment, the company’s strategic management unit felt the need to rebrand chrome casting from the legacy brand to Xfinity, which surrounds all consumer products and symbolizes many innovations in the near future.


Source by Rizvana Manzoor

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