給公司改名學問大：蘋果黑莓天堂地獄

菲利普莫里斯公司更名為奧馳亞集團（2003年）

????香煙制造商菲利普莫里斯公司（Philip Morris）更名為奧馳亞集團（Altria）是希望消費者了解該公司“不僅僅是一家煙草公司”，2001年時這家公司的高級主管這樣對《紐約時報》解釋。【當時，菲利普莫里斯公司還擁有卡夫食品（Kraft Foods）和米勒釀酒公司（Miller Brewing Company）。】但是，批評意見認為，更名實際上是公關策略，目的是讓公司與它久負盛名的有害產品拉開一段距離。

????“菲利普莫里斯已經成了癌癥標簽的同義詞，” Wedge Partners分析師布萊恩?布萊爾指出。“公司換產品了嗎？沒有。更名不過是為了消除以前品牌的壞印象。”

Philip Morris to Altria (2003)

????Cigarette maker Philip Morris Companies changed its name to Altria Group Inc. to ensure that consumers knew that they were "more than a tobacco company," a senior company executive told The New York Times in 2001. (At the time, the holding company was also the owner of Kraft Foods and the Miller Brewing Company.) However, critics felt the name change was a public relations move to distance the company from the hazardous product for which it became known.

????"The name Philip Morris became synonymous with cancer sticks," Wedge Partners' Brian Blair said. "Did it change the product? No. It just helped erase some of the bad feelings associated with the prior brand."