Facebook's New Chapter: Rebranding to Meta

Abstract

After nearly two decades of Facebook’s dominance in the social networking and tech spheres, CEO Mark Zuckerberg announced in October that the company would be rebranding as “Meta.” The name change corresponds to Zuckerberg’s new focus on expanding the “metaverse,” which will provide a virtual space for users to engage in various activities via a digital avatar. Although it’s a new, open frontier for the company, Zuckerberg’s announcement was met with skepticism, with many critics positing that it’s Zuckerberg’s attempt to distance the company from recent scandals and controversies. This case asks students to discuss the rebranding and to evaluate Meta’s potential for success.