May 11, 2006
Company Naming: The Lucent-Alcatel Merger Challenge
The recently announced $13.45 billion Lucent-Alcatel merger offers a fascinating challenge for people in the brand naming field.
While some writers have suggested the new name for the merged company should be Lucatel, it is clear that whatever name they choose is likely to be contentious, not least because the merger come with a hefty lawsuit attached.
A few weeks ago the folks at Marketwatch posited that rebranding the company might not be worth the expense.
I do not agree. I think a new company name is beneficial, especially since the company has gone to some lengths to assure shareholders and customers that the merged company can be run smoothly between offices in the USA and France.
I think it will also remind everyone that the company is launching a fresh, exciting new enterprise.
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