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As Rupert Murdoch's News Corp empire launches a "friendlier" logo, we look at some of the best - and worst - rebrandings
News Corp has unveiled a new logo for its publishing division as the company prepares to split its newspaper and entertainment businesses.
The logo is based on the handwriting of News Corp founder Rupert Murdoch, replacing the striped globe of the current News Corp brand (pictured at the base of the above image).
Apparently, the design is supposed to create a ‘friendlier-looking’ image for the new company. Staff might find that hard to believe, if reports that the company is planning “relentless” job cuts are to be believed.
News Corp hopes the new logo will help play a part in reviving the ailing publishing arm, which has struggled as print advertising continues to decline across the industry. Only time will tell whether it succeeds.
Rebrandings can often evoke strong reactions from customers - both positive and negative - as the following examples show.
So let's take a look at some of the most and least successful attempts over the years.
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I'm a child of the 80's & as far as i'm concerned they will always be Opal Fruits, no idea why they felt the need to re-brand but come on Starburst???????
Why did they have to change the name from Jif to cif I still call it Jif even why I write it down on my shopping list .How many of you remember when Black Jacks and fruit salad when they were only 1p now they do them in long strips the young kids of to day do not know how lucky they are .
WHAT MUPPET DECIDED TO REBRAND WHIPSNADE ZOO
AND i AM OLD ENOUGH TO REMEMBER WHEN A MARS BAR WAS A BIG CHUNKY BAR OF CHOCOLATE AND NOT THE ONE AND HALF BITS IT IS TODAY
I still refer to Jiff ,as Jiff,but I don't buy it anymore .I can only assume that the name was changed to cater with the confused mispronunciation within Europe .Many countries do not pronounce their 'J' as we do in the UK, and the product was probably pronounced 'Yeeff'!. Now we are all subject to referring to some products with similar speech impediments.
I, like so many others, am a creature of habit, and somewhere in the subconscious, I don't adjust to, and seem to avoid, renamed products.I remember the Opal Fruits Ad 'Made to make your mouth water', but , they don't anymore, because I no longer buy them.
I hope we don't change our toilet tissue brand name to the Swedish product, and have to ask for a packet of 'Krapp' !!
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This Friday in Asia, watch for earnings from the region's second-largest insurer, AIA, and China's top search engine, Baidu. Also on tap, key economic data from Japan, the Philippines, and Singapore. Jon Gordon reports.
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