Branding is an odd little monkey. Take Brinks Home Security. They spin off their actual home security business, and change the name to Broadview. Why they'd do that, from a consumer standpoint, makes very little sense to me. If you think security, odds are you're thinking the Brinks name.
Now it's not clear if it's a totally different company, just a superficial name change, or something in between. It makes me
less likely to choose the Broadview product because I'm not sure whether the company's coming or going.
But it appears to make sense to the execs. Go figure.http://www.forbes.com/2009/06/30/brinks ... rinks.html