11 brand names that simply couldn't survive the times:


But because name changes tend to happen when a brand finds itself painted into a corner—when brands merge, encounter legal troubles, or suffer some kind of public relations catastrophe—the results are often mixed. When troubled Andersen Consulting spent some $100 million to change its name to Accenture in 2001, critics charged that the new name was even duller than the original. And remember Qwikster, the hastily launched DVD-by-mail division of Netflix? Actually, you probably don’t. The new brand was so unpopular it barely lasted a month.

A recent study by U.K. research firm MillwardBrown found many brands that change their names can expect an immediate 5 percent to 20 percent drop in sales, and that the new brand image “may not be as strong as it was before.”

If nothing else, name changes are instructive for other brands. Below is a roundup of some of the more notable ones, and what happened.

The Terrifying Case of Isis Chocolates

The Terrifying Case of Isis Chocolates

Isis Chocolates originally went by Italo Suisse but decided in 2013 to look for a new name—Isis. It turned out to be a bad call. In the summer of 2014, the Islamic State of Iraq and Syria (ISIS) began releasing its now-notorious murder videos, and stores started refusing to stock the chocolate. The brand's new moniker, Libeert, is the surname of the company's owners, and hopefully won't give them trouble.

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