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Know-How Exchange

Topic: Branding

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This question has been answered, and points have been awarded.

Brand's Name Change

Posted by Anonymous on 250 Points
I would like to get some informatio/case studies about brands that their name hah been changed while this move assist them to become a success.

  • Posted by ggrover on Accepted
    Since companies undergo name changes for lots of reasons (e.g, mergers/divestiture, change of ownership, moving beyond original business competencies, consolidating multiple brands, expanding geographically, attempting to shed a negative image, etc.) it may be hard to attribute a name change alone to follow-on success. That said, there may be instances where using a clearer or more evocative name may help reach new customers/audiences, and therefore play a roll in improved business performance.

    Here's a laundry list of changes that you might want to investigate further:

    An error in the list at above URL (there may be others):
    BearingPoint was KPMG (PwC Consulting announced a name change to "Monday"--but it was sold to IBM before that happened.)

    Here are articles on name changes where the name alone had an impact:

    In the area of purely cosmetic change, mutual funds that added certain words to their product names saw a bump in business.

    The phenom of adding ".dot com" to a name had a positive influence pre-bust, and hurt post-bust:
    [inactive link removed]

    Hope this helps.

    [Moderator: Inactive link removed from post. 2/17/2011]

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