Dixons Carphone rebranding. An exercise in clarity.

Electricals and technology retailer Dixons Carphone has a portfolio of technical and retail business brands including Carphone Warehouse, Dixons, Curry’s PC World and Team Knowhow.

Dixons Carphone is undertaking a major £190m overhaul of its brands and UK stores for relaunch in October 2021.

It has rebranded many times, such as with the acquisition of PC World and also with the merger with Carphone Warehouse in 2014 when the Dixons name was dropped on the high street but the brand was retained for its online retail operations. It also recently closed all 531 standalone Carphone Warehouse outlets.

These brands all originally operated as independent businesses with Dixons Carphone working hard to integrate each of them into a single business entity. However it has kept many of the brands including Carphone Warehouse and used them increasingly as branded zones within its larger Currys PC World branded stores.

This has led to a level of brand confusion for customers. Where are they shopping? Who are they buying their products from?

The brand portfolio and the way it’s being used is weakening brand recognition with the consumer. Instead of being a key weapon in Dixons Carphone fight to maintain and grow market share post pandemic, it’s become a weakness.

Dixons Carphone conducted research which clearly pointed to the Currys name being the most recognised and valued by consumers.

Chief executive Alex Baldock stated that the decision to rebrand the business under the single name of Currys was a ‘no-brainer’. He said, “Since Henry Curry first started helping everyone enjoy the amazing technology of his day - the bicycle - in 1884, Currys has been the best-known and most trusted brand in tech. We’ve worked hard to become one joined-up business and becoming Currys reflects and accelerates that.”

Dixons Carphone has acted quickly to ensure that coming out of 18 months of pandemic enforced lock downs it will be able to present a level of brand clarity to help increase brand recognition and to further build brand value.

Taking care of your brand can build awareness, increase customer confidence and value and ultimately have a major impact on sales and reducing your cost of marketing. Shouldn’t you be looking at your brand to see if it's fit for purpose too?

To find out more about MC+Co’s extensive branding and rebranding services call +44 (0) 1277 366898. Alternatively please fill out the form below and we’ll get back to you asap.