When two companies come together in a merger, it’s usually framed as a union of strengths — shared vision, combined resources, and extended market reach. But behind all the celebratory press releases and investor calls lies one thorny, surprisingly emotional rebranding dilemma:
Who gets to keep the name?
It’s more than just a branding decision. It’s identity. It’s legacy. It’s pride. And sometimes, it’s the beginning of an internal power struggle no one talks about in the headlines.
Why the Name Matters So Much
In the business world, names carry weight. They’re not just logos or taglines — they’re shorthand for trust, reputation, and the years (sometimes decades) it took to build them.
Think about it: Would Google be Google if it suddenly rebranded as Alphabet Search? Would we still feel the same about Nike if it merged and became “SwooshUnited”?
Not likely.
When a merger happens, both brands usually bring something valuable to the table — but the name can’t be two things at once. So, one name typically leads. The other, often, fades.
The Battle Behind Closed Doors
From the outside, it may look like a clean transition. But internally, naming decisions are often some of the most delicate and politically charged conversations during M&A planning.
Here’s what’s at stake:
Legacy Leadership: Founders and long-time execs often feel deeply connected to their company name. Losing it can feel like erasing part of their life’s work.
Brand Equity: A well-established brand name can be a strategic asset worth million (or more). Changing it could disrupt customer loyalty and confuse the market.
Employee Morale: People identify with the brand they work for. Stripping that identity can lead to disillusionment or even attrition.
Famous Name Fates – Who Won and Who Lost
Let’s look at a few real-world examples:
ExxonMobil: This 1999 mega-merger combined two oil giants. Facing a rebranding dilemma, they chose not to pick one name over the other. Instead, they merged both — a classic compromise that, decades later, still sounds like a corporate marriage.
Andersen Consulting → Accenture: After separating from Arthur Andersen (of Enron scandal fame), Andersen Consulting had to give up its name entirely. The result? A brand-new name: Accenture. Risky at the time, but now a global powerhouse.
Facebook → Meta: Okay, not a merger — but it’s a bold example of what happens when a brand voluntarily sheds its name to evolve. It caused confusion and criticism at first, but it opened the door for a new chapter.
When to Let Go (and When to Fight)
There’s no one-size-fits-all answer, but here are a few factors that should guide the decision:
• Which brand has stronger recognition in core markets
• Which name aligns better with future strategy
• What do your customers think? (Hint: Ask them.)
• What emotional weight does the name carry — internally and externally
A Third Way to Create Something New
Sometimes, the smartest move isn’t picking one name over the other — it’s solving the rebranding dilemma by starting fresh. That’s what PwC Consulting did when IBM acquired it. The result? IBM Global Services. A clear, unified brand that honoured IBM’s leadership while acknowledging the consulting team’s expertise.
Or take Verizon — born from the merger of Bell Atlantic and GTE. Neither name survived. Instead, they launched an entirely new identity, and today, Verizon stands on its own.
Final Thoughts: It’s About More Than Words
Mergers are, at their core, about change. And change is never just operational — it’s emotional.
So, when deciding who gets to keep the name, remember this:
You’re not just picking a label—you’re facing a rebranding dilemma. You’re choosing which story to carry forward, deciding what customers will trust, and most of all, signalling to employees what matters as you move ahead together.
So, take your time. Listen more than you speak. And don’t underestimate the power of a name — because in business, it’s often the first thing people remember… and the last thing they forget.
Also read: Post-Merger Integration: Best Practices for a Smooth Transition