ONE SINGULAR SENSATION?

In these days of economic challenges and an ongoing interest in building brands, an important naming trend for multibrand companies is developing: the elevation of one existing brand name to become the new company name.This trend is provocative. It represents a change from the decades-old practice of starting over with a newly created name, when the parent company grew beyond the business or geography

In these days of economic challenges and an ongoing interest in building brands, an important naming trend for multibrand companies is developing: the elevation of one existing brand name to become the new company name.

This trend is provocative. It represents a change from the decades-old practice of starting over with a newly created name, when the parent company grew beyond the business or geography represented by its old name, or when it was not feasible to adopt the name of eithe

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