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Although I could not uncover the price of Google logo in my last post regarding cost of famous logos, but what I did find out during the research was that Google was originally named “Backrub”. This made me realize that many companies that are now famous under their present brand names weren’t so prominent under their previous names.
Some corporate name changes took place due to corporate mergers, some changed their identity to keep aloof from controversies while other corporate name changes are the result of logo redesign. Irrespective of the reason, a change in company name can have dual consequences. It may either boost the previous brand equity to the skies or deplete it completely.
Below are 10 of the most famous corporate name changes that ever took place.
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1. Accenture – - – - – Andersen Consulting (old name)
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Initially known as “Andersen Consulting”, this firm is regarded for one of the worst corporate name changes in history. The present name "Accenture" was adopted in 2001 for a whopping $100 million. The name was an apparent
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| derivation from the phrase "Accent on the future". The change finally proved fortunate, clearing it from a scandal involving Enron. |
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2. AOL (America Online) – - – - – Quantum Computer Services (old name)
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The famous AOL was established in 1985 under the name Quantum Computer Services. It was renamed to “America Online” in 1991. Finally in April 2006, America Online officially adopted its AOL abbreviation solely, replacing "America Online".
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3. Google – - – - – BackRub (old name)
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Did you know that the no.1 search engine was once named "BackRub"? Larry Brin and Serge Page’s technology created Google in 1996 and nicknamed it Backrub, because the system verified backlinks to approximate the significance
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| of a site. In 1998, they decided to rename their business “Google” in 1998 that evolved from a spelling mistake of the word “googol”. |
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4. Nissan – - – - – Datsun (old name)
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Nissan was incorporated in 1933 under the name “Datsun”. The name “Nissan” came as an abbreviation used on the Tokyo stock market for Nippon Sangyo, a company founded by the President, Yoshisuke Aikawa
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5. Pepsi-Cola – - – - – Brad’s Drink (old name)
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Pepsi originated in 1893, as “Brad’s Drink” named after the pharmacist Celeb Bradham. In 1898, Brad’s Drink was renamed "Pepsi-Cola", now one of the most liked brand of soft drink. The name change was apparently due to digestive
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| enzyme pepsin and kola nuts used in the recipe. |
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6. IBM – - – - – Computing Tabulating Recording Corporation (old name)
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The company was founded in 1896 as “Tabulating Machine Company” by Herman Hollerith and incorporated as Computing Tabulating Recording Corporation in 1911. Ultimately, it was renamed to International Business
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| Machines (IBM) in 1924 when Thomas J. Watson took control over it. |
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7. SEGA – - – - – Service Game Company (old name)
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The once popular Video Game System, Sega was established in 1940 under the name “Standard Games (later Service Games) in Honolulu, Hawaii, United States, by the trio Marty Bromely, Irving Bromberg, and James
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| Humpert. Bromely proposed moving to Tokyo, Japan in 1951 and in May 1952 "Service Games of Japan" was registered with the abbreviation SEGA. |
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8. Sony – - – - – Tokyo Tsushin Kogyo K.K (old name)
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It was started as Tokyo Tsushin Kogyo K.K (Tokyo Telecommunications Engineering Corporation) in 1946. But the firm changed its name to “Sony” in 1958, an amalgamation of two words “sonus” and “sonny”.
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9. Sprint – - – - - Brown Telephone Company (old name)
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The Sprint-Nextel Corporation as we all known today has gone through various name evolutions. Initially it was established in 1898 under the name of the Brown Telephone Company. In 1938, after emerging from
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| bankruptcy, Brown changed its name to United Utilities. The company grew steadily through acquisitions and, in 1972, changed its name to United Telecommunications. The company decided on a new name and "Sprint", an abbreviated form for Southern Pacific Railroad Intelligent Network of Telecommunications was selected. |
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10. Yahoo – - – - – Jerry’s Guide to the World Wide Web (old name)
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January 1994, one of the most prominent search engine was known as "Jerry and David’s Guide to the World Wide Web". Yes you’ve guessed it right. "Jerry’s Guide" was the former name of Yahoo, which is an abbreviation
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| for "Yet Another Hierarchical Officious Oracle". |
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If you know about any other famous brand which used another name in its earlier days, do share it with other readers here.
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