# Why do companies change their names? **URL:** \ **Category:** Factual Questions\ **Created:** [November 14, 2003, 8:13am UTC](https://boards.straightdope.com/t/why-do-companies-change-their-names/213214 "2003-11-14T08:13:09Z")\ **Posts on this page:** 8\ **Page:** 3
**Author:** ![Tim\_T-Bonham.net](https://avatars.discourse-cdn.com/v4/letter/t/46a35a/32.png) [@Tim\_T-Bonham.net](https://boards.straightdope.com/u/Tim_T-Bonham.net)\ **Post date:** [November 15, 2003, 7:07am UTC](https://boards.straightdope.com/t/why-do-companies-change-their-names/213214/41 "2003-11-15T07:07:36Z")
> [@](#): > > \*Originally posted by Tamex \* > \*\*It just means it’s a bigger Target store. \*\* And only bigger in terms of the physical size of the store & stocking depth. The Greatland stores do _not_ carry a wider selection of items in stock, they just stock more of each item. (And sometimes, slightly different items. Like the Greatland store will carry toilet paper in the 36-pack, rather than the 4-pack carried in an inner-city Target.) ---
**Author:** ![Enola\_Straight](https://avatars.discourse-cdn.com/v4/letter/e/dec6dc/32.png) [@Enola\_Straight](https://boards.straightdope.com/u/Enola_Straight)\ **Post date:** [November 15, 2003, 1:33pm UTC](https://boards.straightdope.com/t/why-do-companies-change-their-names/213214/42 "2003-11-15T13:33:10Z")
Since the late 60s/early 70s, Rolls Royce Aerospace and Rolls Royce Automotive have been completely separate, independent companies…which share a name and logo. Back in the early 80s, International Harvester were hurting financially, so they dropped their tractor and light truck (SUVs and pick-ups) divisions to concentrate on heavy trucks (tractor-trailers). ---
**Author:** ![Kreekurmudgeon](https://avatars.discourse-cdn.com/v4/letter/k/9f8e36/32.png) [@Kreekurmudgeon](https://boards.straightdope.com/u/Kreekurmudgeon)\ **Post date:** [November 15, 2003, 3:47pm UTC](https://boards.straightdope.com/t/why-do-companies-change-their-names/213214/43 "2003-11-15T15:47:04Z")
My least favorite changes are when A&P went to Superfresh and K&B became Rite Aid. Of course, I liked Katz & Besthoff before K&B. Now that I think about it, “Kreekurmudgeon” seems to be loosing its sex appeal. Maybe I should consider a name change. ---
**Author:** ![Acsenray](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/acsenray/32/4519_2.png) [@Acsenray](https://boards.straightdope.com/u/Acsenray)\ **Post date:** [November 15, 2003, 7:44pm UTC](https://boards.straightdope.com/t/why-do-companies-change-their-names/213214/44 "2003-11-15T19:44:09Z")
My least favourite name change was Bread and Circus --\> Fresh Fields --\> Whole Foods. Bread and Circus was the best name and it got worse with each change. ---
**Author:** ![OxyMoron](https://avatars.discourse-cdn.com/v4/letter/o/e9a140/32.png) [@OxyMoron](https://boards.straightdope.com/u/OxyMoron)\ **Post date:** [November 15, 2003, 10:43pm UTC](https://boards.straightdope.com/t/why-do-companies-change-their-names/213214/45 "2003-11-15T22:43:01Z")
Also, there’s a bit of a legal reason for using gibberish-y names like “Accenture” - they get the strongest trademark protection. [Here’s](http://www.bromsun.com/library/trademarks/selection_guidelines.html) an explanation, summarized: > [@](#): > > The strongest marks are those that are considered fanciful. A fanciful mark is one that has been made up or invented by its owner. Fanciful marks are either previously unknown words, or archaic or obsolete terms that are no longer commonly known. Non-word marks (letters, numbers, designs and pictures) may also be considered fanciful. Examples of fanciful marks are EXXON®, KODAK®, and XEROX®. > > Arbitrary marks are the next on the spectrum of trademark strength. An arbitrary mark is one that may have a commonly known meaning, but the meaning is unrelated APPLE® (for computers), DELPHI (for computer software), and RADIUS™ (for a restaurant). > > Suggestive marks are not as strong as fanciful and arbitrary marks, but are nevertheless good marks as they, like fanciful and arbitrary marks, are considered “inherently distinctive.” A suggestive mark is one that hints at the products in a clever way, but does not actually describe the products. Examples of suggestive marks are FROOT LOOPS® (for breakfast cereal), JOIE DE VIVRE™ (for a toy store), and SATURDAY’S CHILD™ (for a children’s clothing store). > > “Merely descriptive” marks, the next on the spectrum, are only protectable if they have acquired secondary meaning. The process of acquiring “secondary meaning” is difficult and expensive. Basically, you have to show that the public understands that even though the name is generic, the product is from a specific company. Coca-Cola is a great example. Much easier to come up with something more random. ---
**Author:** ![OxyMoron](https://avatars.discourse-cdn.com/v4/letter/o/e9a140/32.png) [@OxyMoron](https://boards.straightdope.com/u/OxyMoron)\ **Post date:** [November 15, 2003, 10:46pm UTC](https://boards.straightdope.com/t/why-do-companies-change-their-names/213214/46 "2003-11-15T22:46:24Z")
> [@](#): > > \*Originally posted by [t-bonham@scc.net](mailto:t-bonham@scc.net) \* > \*\*And only bigger in terms of the physical size of the store & stocking depth. The Greatland stores do _not_ carry a wider selection of items in stock, they just stock more of each item. (And sometimes, slightly different items. Like the Greatland store will carry toilet paper in the 36-pack, rather than the 4-pack carried in an inner-city Target.) \*\* And thus they need Great quantities of Land. Those Minnesotans - at least they’re honest! ---
**Author:** ![Mr.Babbington](https://avatars.discourse-cdn.com/v4/letter/m/d6d6ee/32.png) [@Mr.Babbington](https://boards.straightdope.com/u/Mr.Babbington)\ **Post date:** [November 15, 2003, 10:58pm UTC](https://boards.straightdope.com/t/why-do-companies-change-their-names/213214/47 "2003-11-15T22:58:01Z")
> [@](#): > > And thus they need Great quantities of Land. Those Minnesotans - at least they’re honest! Hey now. I grew up in New York. Does that mean I’m a thug too? And if you have ever been in the Downtown Minneapolis Target, allegedly the “Flagship” store, the place always looks like a bomb just hit it. I’m talking **Wal-mart** mess. But it does have an escalator for the shopping carts, which is beyond cool. ---
**Author:** ![Meeko](https://avatars.discourse-cdn.com/v4/letter/m/e495f1/32.png) [@Meeko](https://boards.straightdope.com/u/Meeko)\ **Post date:** [November 16, 2003, 2:14am UTC](https://boards.straightdope.com/t/why-do-companies-change-their-names/213214/48 "2003-11-16T02:14:10Z")
I saw a story on 20/20 (A US News (‘News Magazine’) program on ABC-TV) yesterday (11/14/03) that talked about Dupont and the number of birthdefects caused by inhaling the Teflon chemicals… 20/20 quoted 2 in 8 Female Dupont workers gave birth that resulted in the child having a birth defect. (In the eyes/ tear ducts.) About an hour later, on a Cable channel, I saw a Commercial… Lo and behold, Invista is the new name for Dupont… I doubt this was a co-incidence. I think more often than not, a name is changed for the mere “If we change our name, our problems will disapear”. I think MCI/Worldcom did this… Phillip Morris is now Altria and these are the ones I cought… I can only imagine what other names slip by, and what histories go by with it. [Previous page](https://boards.straightdope.com/t/why-do-companies-change-their-names/213214.md?page=2)