It will probably be obsolete by tomorrow. Name changes may be necessary as a company reinvents itself or for other reasons, but there's a danger of losing brand identity, particularly in a B2C market. And the process can be expensive. Changing by increments For another company, becoming MediaBin Inc. cost virtually nothing, said president and CEO John Bacon. No one called them by their old name, Iterated Systems Inc., anyway.
Companies use it to manage brand and product images.
The company morphed into the change incrementally over a year, first printing the product name larger than the company name, then registering the new name and dropping the old one. It changed signs and stationery and let its customers know in the course of everyday business. It didn't even advertise. Venture X relied on it and didn't lose any business. It was Venture Consulting Group, but so was a Boston company, which moved into the same market and pressed for a merger with them.