Consumer Panel Services (CPS GfK) has now rebranded to YouGov after a process that has been underway since YouGov bought GfK’s European panel business at the start of the year, in a deal valued at €315m.

YouGov made the acquisition to strengthen its presence in the fast moving consumer goods (FMCG) market. GfK’s sale of its consumer panel business in Europe was necessary to obtain the anti-trust approvals required for the wider company’s merger with NIQ.

CPS GfK brand assets and channels will be updated in line with YouGov branding. Client and member communications have already changed to the YouGov branding, while CPS GfK’s social channels and website will be sunsetted by the end of November.

Stefan Heremans, president and acting chief executive at CPS GfK, said: “CPS GfK is now YouGov. This rebranding is a milestone moment for us and an important step in demonstrating to the world what we stand for.”

In addition to the CPS name being retired, YouGov has conducted a business review to develop a new brand strategy and positioning for the combined organisation.

YouGov said its new brand position is focused the concept of ‘reality’ and centres on four pillars: quality of data; growing a member community that shares opinions and behaviours; offering expertise from insights professionals; and using technologies such as AI for human insights.

Mike Woods, chief marketing officer at YouGov, said: “With CPS GfK – and its rich behavioural data – now being YouGov, it’s important that our brand highlights what we give clients: research reality. This is a transformational moment for YouGov as a whole. With so much noise in the data industry, it is vital for us to focus on our fundamental mission – to deliver real-world data from real people in real-time.