Enrich Business Value Proposition

The born of Great Brand Name

Brand naming is crucial steps towards the Brand Strategy. Many reasons plays vital role to have specific brand name or rebrand. It’s a long history of Brand Name changes of big corporate but I have tried to cover most prestigious brand name changes in the history. There are certain reasons to rebrand or brand name transformation like mergers, corporate portfolio expansion (upward or downwards), brand image focus, regional resistance, global expansion and many others. Like when British Steel merged with Dutch steel company Hoogovens NV and became the The Corus Group. Another interesting brand naming of Ebay. Ebay got its name when its founder Pierre Omidyar discovered that the domain name for Echo Bay, his web consulting company, was already taken. So they have shorten name to Ebay from Echo Bay. You would also like to read Color Psychology and Branding.

1. Google __________ (BackRub)

Larry and Sergey begin collaborating on a search engine called BackRub and Now its world’s No. 1 search engine known as “Google”. Larry and Sergey decide that the BackRub search engine needs a new name. After some brainstorming, they go with Google – a play on the word “googol,” a mathematical term for the number represented by the numeral 1 followed by 100 zeros.

2. Altria __________ (Philip Morris)

Philip Morris started in year 1822 and Philip Morris Cos. has changes its name to Altria Group, Inc. The prime reason to change the name was the disassociation of tobacco impression. Because company has expanded the operation in various others sector other than tobacco.

3. AOL (America Online) __________ (Quantum Computer Services)

AOL was founded in year 1985, and renamed America Online in October 1991. After renaming American Online become common synonymous with online services and become the world’s largest internet service provider. In year 2006 American Online has adopted its AOL abbreviation and know as “AOL”.

4. Accenture __________ (Andersen Consulting)

Previously known as Andersen Consulting changed to Accenture. Initially it is criticised as one of the worst corporate name changes in the history. Change taken place in year 2001 and its proven successful after Andersen became synonymous with scandal (Enron).

5. IBM __________ (Computing Tabulating Recording Corporation)

Computing Tabulating Recording Corporation was founded in year 1896 and incorporated as Computing Tabulating Recording Corporation in year 1911. It was renamed to International Business Machine in year 1924 when Thomas Watson took control over it.

6. KFC __________ (Kentucky Fried Chicken)

The fast-food giant Kentucky Fried Chicken that Colonel Sanders created in 1956, changed its name in 1999. The reason behind to change the name 1. To remove “Chicken” from under pressure of government food regulation. 2. Remove the “Fried” to create the healthy perception. More fact about company like In year 1986 PepsiCo, Inc. acquires KFC from RJR Nabisco, Inc. After PepsiCo, Inc. announces the spin-off of its quick service restaurants – KFC, Taco Bell and Pizza Hut – into Tricon Global Restaurants, Inc. Tricon Global Restaurants, Inc., the world’s largest restaurant company, changes its corporate name to YUM! Brands, Inc. In addition to KFC, the company owns A&W® All-American Food® Restaurants, Long John Silvers®, Pizza Hut® and Taco Bell® restaurants. Now KFC operates under parent brand YUM!.

7. LG __________ (GoldStar)

In year 1958 GoldStar established and in year 1995 company name changed to LG Electronics. From the global expansion view point company has changed its name so its suite to international market. LG was Korea’s first producer of Radio (1959), Refrigerator (1965), Black & White Television (1966), Air Condition (1968) and Washing Machine (1969).

8. SEGA __________ (Service Game Company)

SEGA known worldwide for its video game systems. Sega was founded in 1940 as Standard Games (later Service Games) in Honolulu, Hawaii, United States. By Marty Bromely, Irving Bromberg, and James Humpert to provide coin-operated amusements for American servicemen on military bases. Bromely suggested that the company move to Tokyo, Japan in 1951 and in May 1952 “SErvice GAmes of Japan” was registered. They have adopted abbreviated name SEGA.

9. Nissan __________ (Datsun)

In 1931, DAT came out with a new smaller car, the first “Datson”, meaning “Son of DAT”. Later in 1933 after Nissan took control of DAT Motors, the last syllable of Datson was changed to “sun” that is DATSUN. The name ‘Nissan’ originated during the 1930s as an abbreviation used on the Tokyo stock market for Nippon Sangyo. In 1934, Aikawa separated the expanded automobile parts division of Tobata Casting and incorporated it as a new subsidiary, which he named Nissan Motor (Nissan)”. Nissan Motor Co., Ltd.  Nissan would eventually grow to include 74 firms, and to be the fourth-largest combine in Japan during World War II.

10. Panasonic __________ (Matsushita Electric Corporation)

Konosuke Matsushita founded Matsushita Electric Housewares Manufacturing Works in 1918. In 1927, the company founder adopted a brand name “National” for a new lamp product, knowing “National” meant of or relating to a people, a nation. In 1955, the company labeled its export audio speakers and lamps “Panasonic”, which was the first time it used its “Panasonic” brand name. In May 2003, the company put “Panasonic” as its global brand, and set its global brand slogan, “Panasonic ideas for life. The company began to unify its brands to “Panasonic” and, by March 2004 replaced “National” for products and outdoor signboards, except for those in Japan.

11. Pepsi __________ (Brad’s Drink)

In 1893, Caleb Bradham, a young pharmacist from New Bern, North Carolina, begins experimenting with many different soft drink concoctions. His most popular beverage was something he called “Brad’s drink” made of carbonated water, sugar, vanilla, rare oils, pepsin and cola nuts. One of Caleb’s formulations, known as “Brad’s drink”, created in the summer of 1893, was later renamed Pepsi Cola after the pepsin and cola nuts used in the recipe. The original trademark application for Pepsi-Cola was filed on September 23, 1902 with registration approved on June 16, 1903. After 1961 it knows as Pepsi.

12. Monster Worldwide (Monster.com) __________ (TMP Worldwide)

TMP worldwide was providing recruitment services. After starting online job recruitment portal in year may 2003 TMP worldwide changed to Monster Worldwide.

13. Sony __________ (Tokyo Tsushin Kogyo K.K.)

The name “Sony” was chosen for the brand as a mix of two words. One was the Latin word Sonus which is the root of “sonic” and “sound” and the other was “sonny,” a familiar term used in 1950s America to call a boy. The first Sony-branded product, the TR-55 transistor radio, appeared in 1955 but the company name didn’t change to Sony until January 1958.

14. Yahoo __________ (Jerry and David’s Guide to the World Wide Web)

In January 1994, Jerry Yang and David Filo were Electrical Engineering graduate students at Stanford University. In April 1994, “Jerry and David’s Guide to the World Wide Web” was renamed “Yahoo!”, for which the abbreviation of “Yet Another Hierarchical Officious Oracle”(YAHOO). And later the yahoo.com domain was created on January 18, 1995.

Written by: Mehul Patel



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