THE NUMBER OF companies "re-branding" themselves has risen 15% since 2005.
AMONG 150 FICTITIOUS company names invented by a British satirical website in 2002, Ualeo, Ovisovis, and Bivium have since become the names of real companies.
ACCORDING TO a recent survey in Ad Week, consumers consider names starting with "B," "C," and "S" to be "traditional" while those starting with "Q," "V," "X," and "Z" are thought to be "innovative."
IN 2002, the holding company Axa changed its name to Xignux, because it "wanted to conserve the equity it held in the letter X."
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