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Joe Meyer posted on October 29, 2012 12:22

A company’s name is an important thing. It’s not just a name, it’s a brand. It stands for something. Apple, for example, is not just a name, it stands for innovative ground breaking products. Would they change their name? If they did, what would you think would happen?

So what’s the name of the Team Developer manufacturer? They started with the name Gupta which became a brand soon, well known for a good 4GL development tool. Then they changed the name to Centura but they didn’t just change the name, they also lost the reputation that was associated with the name. They lost the brand.

And it got worse. They changed the name again and then they got sold and renamed and then they got sold again and renamed. I can’t even remember all the names they used. I’m not even sure which name they use right now. Changing name is a bad decision or, if you will, a bad management mistake.

In my opinion it’s a good idea to stick with a company name. Especially when it has a good reputation and has become a brand. Apple is actually a pretty odd name for an IT company (and Ice Tea Group, too). But it’s well known and it’s a brand so it’s a good idea to keep it.

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