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TheStreet Open House

5 Rebranding Blunders: Netflix Joins List

NEW YORK ( TheStreet) -- Netflix (NFLX) is dumping its plan to rename its DVD business "Qwikster," joining the ranks of other failed rebranding efforts.

The company received a slew of backlash last month when it announced it would split up the company into two units -- one dedicated to its streaming service and the other for its DVD-by-mail business. Subscribers criticized the move as convoluted and clunky for users of both services and threatened to cancel their memberships.

>Netflix Abandons 'Qwikster'

On top of this, Netflix also failed to secure the Twitter handle for Qwikster, which was already owned by someone who refers to himself as "Elmo" and Tweets about smoking pot.

Prior to the split-up announcement, Netflix already was contending with irate subscribers over a price hike and announcement that Liberty Starz (LSTZA)content will no longer be available streaming next year. The split-up, it seemed, was the last straw for subscribers.

As a result, Netflix said it will keep the company intact, with just one Web site, one account and one password to access both rental ques.

"It is clear that for many of our members two Web sites would make things more difficult, so we are going to keep Netflix as one place to go for streaming and DVDs," Chief Executive Reed Hastings said on the company's blog.

Netflix's quick abandonment of its DVD rebranding is reminiscent of several past branding blunders gone awry.

Here's a look at some of the most memorable rebranding disasters.

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