Facebook's rebrand is part of its effort to differentiate the parent company from the social network

Facebook has launched new corporate branding, including a new
logo for Facebook Inc., to differentiate the parent company from
the social network and publicly clarify what products the company
owns, according to a company blog post.
As Google did by creating
its corporate parent Alphabet in 2015, the corporate rebrand
introduces FACEBOOK as the umbrella organization for its apps:
Facebook, Messenger, Instagram, WhatsApp, Oculus, Workplace,
Portal, and Calibra.  Facebook changed logo

At first blush, we think rebranding is part of Facebook’s
broader effort to alleviate reputational damage by aligning itself
more closely with its more appealing apps — but that strategy
could backfire. This is the second major rebranding effort by the
company in 2019: In August, the company added “from
Facebook” to both Instagram and WhatsApp.

We viewed it
as a symbolic unification meant to improve Facebook’s overall
reputation by making the general public more aware of its
association with its more trusted brands — only 29% of US adults
say they know that Facebook owns Instagram and WhatsApp, per Pew
Research. In doing so, Facebook could boost its overall brand by
proxy.

While Facebook’s user satisfaction rating fell to the lowest
score among social media companies ranked (63 out of 100, down from
its 2015 high of 75), by comparison, Instagram remained unchanged
year-over-year, with a score of 72, per the
ASCI. But while broader public awareness of FACEBOOK’s assets could
help, it could also hurt: If core Facebook continues to suffer from
attacks, the parent’s attempt at brand unification could just as
easily drag its other properties down.

Facebook might also be attempting to strengthen its case to
antitrust regulators with the rebrand, as it could help the company
more credibly argue that its products are too integrated to break
apart. Antitrust scrutiny on big tech is growing more and more
intense: There are currently four simultaneous antitrust
investigations into Facebook, including by the FTC,
the House Judiciary Committee,
the Department
of Justice
, and a group of 47 state
attorneys general who are looking to determine “whether Facebook
has stifled competition,” for example by buying up or copying
perceived rivals.

While rebranding alone effectively amounts to a band-aid for
what ails the company, it also signals deeper changes happening
underneath as Facebook attempts to unite the architecture
underlying several of its apps. Earlier this year, we learned that
Facebook has been working to integrate its
messaging services — Messenger, Instagram Direct Messages, and
WhatsApp — to make them interoperable. And already it released
something of a prototype for that in its “Threads from Instagram”
app.

In fact, CEO Mark Zuckerberg cited existing crossover as a
partial driver for the more unified branding: “These apps and
technologies have shared infrastructure for years and the teams
behind them frequently work together,” said Monday’s blog post. As
Facebook doubles down on that years-long integration process, its
looking to further strengthen a major pillar of its antitrust
defense: the notion that its properties are too integrated to
reasonably break off into standalone pieces. Uniting them under a
more official umbrella can help make that case. 

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Source: FS – All – Entertainment – News
Facebook's rebrand is part of its effort to differentiate the parent company from the social network