TITLE

What's in a name?

AUTHOR(S)
Grimaldi, Charles
PUB. DATE
August 2002
SOURCE
Brand Strategy;Aug2002, Issue 162, p12
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Comments on Rentokil Initial PLC's decision against renaming itself despite the potentially negative connotations. Concept of changing corporate names; History of the Rentokil brand name; Problems expected from a change in corporate name.
ACCESSION #
7271373

 

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