RentClicks, What’s in a Brand?

I am always interested in seeing results when a popular brand is consolidated into another less popular brand. I was curious to see how the affect of rentals.com consolidating rentclicks had on google searches for the brand term “rentclicks”.

As you can see, after the consolidation took place, most people, about 50% stopped searching for rentclicks on Google and presumably went to rentals.com instead. However, there is still 50% of those who knew about rentclicks before and still search for it on google not knowing that it is now a new brand “rentals.com”. Over time, will these users no longer search on google with the term rentclicks? It is hard to say. But one thing is for sure, competitors like rent.com understand the value of another brands dillution. Click on thumbnail to view rent.com taking advantage of the term rentclicks.