Positioning in the market, brand orientation, and cultural context are reasons for the change.
Kentucky Fried Chicken – KFC
This is an American fast food franchise. Its specialty is fried chicken and to date it has 18,000 restaurants in more than 120 countries around the world. Harland Sanders opened its first store called Kentucky Fried Chicken; however, over the years the brand name was modified to KFC because the use of the word ‘Fried’ evoked for many unhealthy products.
The Huffington Post – Huffpost
It is a web newspaper created by Arianna Huffington. It is oriented to the presentation of news of politics, economy, entertainment and international. In addition, it was released to the public in 2005; however, over time it began to produce local versions with the abbreviation HuffPost.
Hewlett Packard Enterprise – HP
It’s a US technology company headquartered in California. The organization was founded in 1939 by William Hewlett and David Packard, who dedicated themselves to manufacturing and marketing hardware and software. However, in 2015 the company was divided into two: HP Inc., oriented to the production of printers and computers, and Hewlett Packard Enterprise, dedicated to the production of servers and storage networks.
Apple Computer – Apple Inc.
Apple Computer was founded on April 1, 1976; however, in 1978 Apple Corps sued the company for infringing the trademark. This legal process ended in 2007 after the two companies agreed that Apple Inc. would be the only organization that would have the right to use the word ‘Apple’. Hence, the agreement will also include the logo of an apple bitten in honor of Alan Turning, a mathematician and forerunner of computer science.
Motorola – Moto
This US electronics and telecommunications company was founded by Paul and Joseph Galvin in 1928 when they started a battery disposal business. Although Motorola Inc. was used as a trademark in 1930, years later it would be divided into two independent companies: Motorola Mobility and Motorola Solutions. The first was acquired by Google, which sold its stake to Lenovo. This firm simplified the name and left it as ‘Moto’.
Dunkin Donuts – Dunkin
This American donut franchise was founded in Massachusetts. Although the first restaurant began with the name ‘Open Kettle’ in 1948, over the years they renamed it Dunkin ‘Donuts. The company began to manage a commercial name change to ‘Dunkin’ in order to orient its brand to the sale of beverages and coffee, and not just donuts. To date, the final modification has not been announced due to negative reactions from its consumers.
McDonald’s – Macca’s in Australia
In 1940, brothers Dick and Mac McDonald opened the first barbecue restaurant they called McDonald’s Famous Barbecue; however, over the years they named it McDonalds, accompanied by cafés known colloquially McCafé and in Australia as Macca’s.
The Hut – Pizza Hut
This is an American fast food chain that began in 1958 when brothers Dan and Frank Carney created their own restaurant. The name of Pizza Hut was inspired by the first establishment they opened in Kansas; However, in 2009 the name was changed to ‘The Hut’, in order to open the field to additional products besides pizza. Although the change was made in some establishments, his clients criticized him strongly and the organization returned to the name ‘Pizza Hut’.
Starbucks Corporation – Starbucks
This international coffee chain was founded in 1971 in Seattle, United States, under the name of Starbucks Corporation, in order to sell grains and coffee machines; However, years later the British chain Seattle Coffee Company managed the merger between its 60 coffee shops and the US company under the name of Starbucks, with which it has become known worldwide.
Pete’s super submarines – Subway
This American fast food chain was founded in 1965, after Fred De Luca borrowed money from Peter Buck to create his own sandwich shop, which was called Pete’s Submarines. However, over the years and the growth of this restaurant chain, the name was changed to Pete’s Subway and later to Subway.