A Countdown on the Worst Corporate Brand Name Changes

John Stuart, the Chairman of Quaker, was on to something when he said in 1900:

“If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trade marks, and I would fare better than you.”

John Stuart knew the importance of branding way back in 1900 and the fact is that the rules of branding haven’t changed much since then. The brand name is still a crucial aspect of brand communication. It is, arguably, the first point of contact that the consumer has with the brand. A change of a familiar brand name can spell disaster for the brand. Here’s a countdown on the worse brand name changes in recent times.

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BrandhubBrandHub is a Singapore based strategic brand consultancy dedicated to creating and building Leader Brands in Asia. Established in 2003, BrandHub has been voted the leading independent brand consultancy in Singapore by readers of Marketing Magazine in 2007 and 2008. BrandHub's clients include SingTel, Certis, RedRock, National Heritage Board and National Library Board.