Mail.ru The Group has announced a rebranding. The group of companies was renamed into a single VK ecosystem
Mail.ru The Group was renamed VK. As part of the rebranding, the group of companies updated the logo and announced the creation of a single ecosystem that will unite all existing and new services. Some products will be renamed.This was announced by the company’s CEO Boris Dobrodeev during a news broadcast.
The rebranding is also connected with the fact that in the eyes of the public the ecosystem Mail.ru A Group is a collection of disparate services. 58% of users associate the group of companies with mail, another 8% — with games, and 3% — with social networks.
That is why it was decided to rename the group of companies. According to Dobrodeev, VK is the most versatile, recognizable and promising brand in the entire ecosystem.The VK ecosystem consists of five main elements: user experience, platforms, data, perception, as well as technologies and processes. “Both the brand and the VK service are as elastic as possible, optimally stretched to new services and tasks,” Dobrodeev stressed.
As part of the rebranding, VK also introduced a new unified logo. It will become the brand name of the entire company.
What will this mean in practice?Some products will be renamed.
- For example, “Yula” will turn into “VK Ads“, and BOOM will become “VK Music“.All new products of the group of companies will be created under the VK brand.
- All advertising products of the ecosystem will be rebranded — they will be combined under the general brand “VK Advertising”.
- This applies to both existing and future services.VK will also launch new unified products “VK Games” and “VK Videos”.
- Products with a strong own brand — for example, Mail and Odnoklassniki — will retain their former names, but will receive a special mark “VK Project”.
- The same applies to the social network VKontakte.Separately, VK mentioned MY.GAMES.
- Being an internationally oriented company, it will fully retain its former name and logo.In the future, the only way to register on all ecosystem services will be a “digital passport” VK ID.
- Today it is already used by 28 million people.The creation of a single ecosystem should help the development of young sub-brands, which in the future will be able to “feed” the entire VK group of companies.
- For the first time, rumors about rebranding Mail.ru Group appeared in June.
Then the Telegram channel “Consumer News” announced that the company would be renamed VK Group, and MRG and Beber could share assets from a joint venture in the field of food and transport.
