Beyond Thursday Case Study

Brand Name Approval

.

Overview

Beyond Thursday
  • Brand: Beyond Thursday
  • Category: Lifestyle
  • Location: USA

Beyond Thursday, a dynamic lifestyle brand, faced a critical challenge in updating the brand name on their five top-selling Amazon listings from “ESLA” to “Beyond Thursday.” As the brand aimed to grow and strengthen its presence, the update was essential for maintaining consistency and protecting their identity. However, the process was more complex than anticipated due to a number of complications.

Challenges

Beyond Thursday encountered several significant hurdles in their Amazon brand name update:

  • Stricter Amazon Policies: Amazon recently introduced more stringent requirements for updating brand names, making it harder to execute such changes smoothly.
  • Unregistered Old Brand: The previous brand name “ESLA” was not registered on Amazon, and to complicate matters, another party had already claimed ownership of the name, creating an obstacle in recovering control.
  • UPC Code Issues: The UPC codes for the products were purchased from a third-party source instead of GS1, which further complicated the listing verification process.
  • Restricted Brand History Access: Beyond Thursday could not fully share their brand’s history through Amazon Brand Registry, which added complexity to the verification process.

Our strategy

At Uplixa, we addressed these challenges with a precise, structured approach to ensure a seamless and successful brand name update:

1. Ownership Proof and Documentation

We started by gathering strong evidence, including product images, UPC verification, and branding material, to establish Beyond Thursday’s ownership and build a compelling case for the brand name update request.

2. Navigating Brand Ownership Recovery:

Despite another party claiming the ESLA brand name, we worked diligently to recover control by leveraging Amazon’s appeal processes and demonstrating clear ownership through trademark and product history.

3. UPC Compliance

We ensured that Beyond Thursday’s UPC codes complied with Amazon’s requirements, navigating the verification process even though they were originally purchased from a third party.

4. Brand Name Update Execution

With the documentation and ownership claim in place, we successfully updated the brand name across all five top-selling listings, ensuring consistency across the board.

5.Safeguarding Sales and Statistics

Throughout the entire process, we made sure that no sales, reviews, or listing statistics were lost or impacted, preserving the integrity and performance of Beyond Thursday’s listings.

Results

1. Seamless Brand Transition

Beyond Thursday successfully updated their brand name across all five listings without any loss of sales, reviews, or ranking metrics.

2. Protection and Growth

The brand name update not only aligned their listings with the current brand identity but also safeguarded the brand’s future on Amazon, preventing unauthorized use of the old name.

3. Preserved Listing Performance

Despite the complexities, Beyond Thursday maintained complete control over their listings, ensuring no disruption to product visibility or customer trust.

5. Strengthened Brand Security

With ownership of the brand firmly established, Beyond Thursday secured long-term protection for their brand on Amazon.

Conclusion

Through our expertise and proven strategies, Uplixa was able to navigate the complexities of Amazon’s brand name update process, ensuring that Beyond Thursday’s listings were updated smoothly and efficiently. Beyond Thursday retained their product visibility, sales, and customer trust while strengthening their brand’s protection on the platform. This success story demonstrates our capability to handle complex brand transitions, paving the way for future growth and security.

Transform your brand today!