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Why Call Themselves Something Else?

January 01, 1998|Times Staff

A New York consulting firm reports that 185 publicly held companies changed their names in 1997, a record. Interbrand said many of the changes arose from a desire to "brand" a corporation. Canandaigua Wine became Canandaigua Brands. Wholesome & Hearty Foods used the name of its flagship product in changing its name to Gardenburger Inc. Schuller Corp., upon discovering its original name has high recognition with consumers, switched back to Manville Corp.

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