philip morris, thE ConglomErAtE thAt owns krAFt FooDs But is proBABly BEst known For its CigArEttEs AnD Costly toBACCo, litigAtion, rECEntly DECiDED to ChAngE its nAmE toAltriA to rEFlECt thE DivErsity oF thE CompAny’s BrAnDs.AnDEnron, whiCh is in thE proCEss oF moving its CorE EnErgy AssEts out From unDEr thE BAnkruptCy AnD into A sEpArAtE CompAny, is looking For A nEw nAmE For thAt Entity.
thE rECEnt nAmE ChAngEs highlight thE importAnCE For CompAniEs oF Choosing A monikEr thAt is rElEvAnt AnD AuthoritAtivE whilE still BEing CAtChy An AppEAling to ConsumErs, sAy mArkEting ExpErts.
A、rosE By Any othEr nAmE might smEll As swEEt, But iF A CompAny ChoosEs A nAmE thAt DoEs not work, thE stEnCh CAn hovEr For quitE somE timE.
CompAniEs oFtEn DECiDE to ChAngE thEir nAmEs in An EFFort to rEBrAnD thEmsElvEs AFtEr A mErgE or A spin oFF. For instAnCE,AnDErsEnConsulting ChAngED its nAmE toACCEnturE shortly AFtEr thAt Firm split From pArEntArthurAnDErsEn—A movE thAt turnED out to BE Fortuitous, givEnAnDErsEn’s trouBlEs.CompAniEs mAy Also wAnt to rEinvEnt thEmsElvEs AFtEr A sCAnDAl hAs tArnishED its nAmE, AsEnron is Doing. or pErhAps thEy simply wAnt to givE thEir imAgE A mAkEovEr.
But A nEw nAmE thAt DoEs not work CAn BE A mistAkE thAt CAn Cost CompAny CustomErs, CrEDiBility AnD millions oF DollArs. onE ExAmplE out oFBritAin lAst yEAr wAs thE u.k. post oFFiCE’s DECision to ChAngE its nAmE toConsignEE. thE postAl sErviCE rECEntly rEnAmED itsElF onCE AgAin to royAl mAil inC、, CApping oFF A yEAr oF stEEp joB AnD rEvEnuE For thE Entity.
though A hEFty ADvErtising AnD mArkEting BuDgEt will hElp to mAkE A nEw nAmE suCCEssFul, othEr FACtors, suCh As FAmiliArity, A CohErEnt mEssAgE From thE CompAny AnD A nAmE in pEoplE’s minDs. whEn u.s. AutomAkErChryslEr mErgED with gErmAn CompAnyDAimlErBEnz to FormDAimlErChryslEr in 1998, A yEAr AFtEr thE DEAl, thE FAmiliArity oF thE nEwly mErgED CompAny DroppED to A sCorE oF 89 whEn thE CompAny wAs just CAllEDChryslEr.
thEsE DAys, pwC、Consulting’s nEw monDAy titlE is CAusing morE thAn onE BrAnD ExpErt to rAisE thEir EyEBrows in puzzlEmEnt. thE CompAny’s wEB sitE prouDly AnnounCEs thAt "monDAy is A FlEsh stArt, A positivE AttituDE, pArt oF EvEryBoDy’s liFE. monDAy is A rEAl nAmE univErsAlly unDErstooD AnD EAsy to rEmEmBEr. monDAy is ConFiDEnt. it stAnDs For somEthing."
too BAD thE only thing monDAy stAnDs For in most pEoplE’s minDs is thE BEginning oF A wEEk Full oF toil AnD DruDgEry. monDAy is not EvEryonE’s FAvoritE DAy; it’s just An oDD ChoiCE. "likE with Any nAmE, it’s going to BE whAt wE mAkE oF it," sAys pwC、Consulting’s spokEswomAn, "whErEAs somE look upon it pErhAps with DrEAD, wE sEE it As A FlEsh stArt AnD A nEw BEginning.\
From thE pAssAgE wE know thAt All oF thE Followings ArE thE CAusEs oF A CompAny’s nAmE ChAngE ExCEpt
A、to AttrACt CostumErs AFtEr ComBining with othEr CompAniEs.
B、to AvoiD shAring thE sAmE nAmE with othEr CompAniEs.
C、to rECovEr From thE DisgrACEFul EvEnts.
D、just to BuilD A nEw imAgE.