ValuJet
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, AirTran, Altria, Andersen Consulting, Blackwater, Donny Deutsch, Kraft, Mondelez, Philip Morris, rebranding, ValuJet, Xe
Most Popular
-
Co-CEO Walter Robb says changes in the way we eat is broadening Whole Foods customer base. Play -
Whole Foods Co-CEO Walter Robb says the secret behind the brands returns are quality and authenticity. Play -
Whole Foods Co-CEO Walter Robb says companies that empower their employees to innovate move forward faster. Play -
Co-CEO Walter Robb says that Whole Foods' policy of limiting executive salaries to no more than 19-times the average employee, instills 'good faith' in the company. Play
Contributors
Committed a work email faux pas? Disparage your boss in an instant message... to your boss? How'd you recover? Tell us about your most embarrassing digital work moments. We'll highlight the most interesting and instructional ones.
