Blackwater

How 4 famous rebrandings rate

April 23, 2012: 5:00 AM ET

A 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.

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