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Oct 31, 1998

A rose by any other name

What's in a name change?

Would Apple or Sara Lee, by any other name, smell as sweet to investors? Many experts believe that a company name gives off a whiff of success or failure, depending on the values of the age and the way the corporation's whole identity is perceived. Although mergers and acquisitions are behind most corporate rechristenings, a publicly-traded company sometimes takes a new name if the old one is hard to pronounce, to understand, or to feel warm and fuzzy about. Last November, K-III Communications

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