How 4 famous rebrandings rate
April 23, 2012: 5:00 AM ETA name change is not always a game changer: A look at four companies that tried to craft a new identity.
By Caitlin Keating, reporter
FORTUNE -- Kraft CEO Irene Rosenfeld recently announced that the company was splitting off an international unit, which will be named Mondelez, a portmanteau of "delicious world." This got us thinking of other notable renamings, either in the wake of a scandal or merger, or -- like Kraft (KFT) -- to reach a new market. How successful were they? We asked real-life Mad Man Donny Deutsch to weigh in.
This story is from the April 30, 2012 issue of Fortune.
Posted in: Accenture, Kraft, rebranding, Donny Deutsch, Mondelez, Philip Morris, Altria, ValuJet, AirTran, Andersen Consulting, Blackwater, Xe
