What's in a new name? A strategic shift or a cosmetic makeover?
1 month, 2 weeks ago

What's in a new name? A strategic shift or a cosmetic makeover?

Live Mint  

What is in a name? While the company has been using the name internally for two years, the public announcement and new logo suggest a desire to signal more than just a name change. While recent years have seen a steady pace of around 70 name changes annually, 2010 witnessed a peak of 101 such transitions, showed a Mint analysis of Capitaline data. Quick change artists While corporate identity changes are a familiar corporate manoeuvre, a striking trend is emerging in the public market: a significant number of newly listed companies are swiftly revamping their brand identities. Swiggy's name change from Bundl Technologies Pvt Ltd to Swiggy Pvt Ltd, undertaken before its IPO, for ‘brand proximity’ exemplifies this trend.

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Zomato’s gamble with ‘Eternal’: A visionary leap or just a name game?
1 month, 1 week ago

Zomato’s gamble with ‘Eternal’: A visionary leap or just a name game?

Live Mint  

A name can mean everything—or nothing. “We started using ‘Eternal’ internally when we acquired Blinkit, and we decided we would rename the company when something beyond Zomato became a significant driver of our future," he wrote in a letter to shareholders. Hence, the name change, and hence multiple businesses reaching out to varied distribution-intensive models, all coming under the umbrella …

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