随着公司不断调整发展战略,它们的品牌也会发生变化—无论结果是好是坏。但就历史经验来说,公司身份变化带来的更名通常给公司带来的麻烦要大于好处。从技术到国防,各行各业都有公司更名的案例,不过都严重危及到公司业务。尽管个别公司最终成功走出了更名的阴影,但这些不过是例外,而非惯例。
"As long as they keep Dow... as long as they don't change that name, the company will not suffer from dropping chemical from its name, " said Deutsche Bank Equity Analyst David Begleiter.
“只要他们还坚持陶氏(Dow)的这个牌子……只要他们不改名字,公司就不会因为名字中少了‘化学’(Chemical)这个词而受损,”德意志银行(Deutsche Bank)证券分析师戴维•贝格雷特指出。
Read on to discover seven companies who found out firsthand how challenging a name change can be.
请大家继续往下阅读,看看更名给我们今天介绍的7家公司带来了怎样的挑战。
Research In Motion to BlackBerry (2013)
RIM公司更名为黑莓(2013年)
In January 2013, Research In Motion announced that it would change its name to BlackBerry after the widely known smartphone device. Executives made the announcement in tandem with its new mobile platform, BlackBerry 10, hoping that they could revitalize the declining brand. Despite the change, BlackBerry did not follow up with a significant change in strategy and the stock price continues to suffer as a result, said James Moorman, an analyst for S&P Capital IQ.
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