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The rebranding of Kraft's (KFT) international ops to Mondelez brings to mind the debacle that...

The rebranding of Kraft's (KFT) international ops to Mondelez brings to mind the debacle that the U.K.'s Post Office engineered when it tried to rebrand in 2001 through changing its name to something more exotic-sounding. However, the name chosen, Consignia, was widely ridiculed and ditched just over a year later.
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Comments (6)
  • wyostocks
    , contributor
    Comments (9105) | Send Message
    More recently, think Netflix. That worked out well for them.
    21 Mar 2012, 12:16 PM Reply Like
  • Joe Dirnfeld
    , contributor
    Comments (1128) | Send Message
    Apple too will rebrand internationally, banana should be their choice.
    21 Mar 2012, 12:16 PM Reply Like
  • maillot jaune
    , contributor
    Comments (166) | Send Message
    I don't like the name. What about people who speak French, Russian, or Chinese? This name doesn't do much for them. To appeal only to those who know Spanish in a truly international name is not wise IMO.


    Here's an idea: Kraft International. (KI). No confusion, no rebranding risk, and the ticker symbol KI is available. Come on, KFT. If it's not broken, don't try to "fix" it.


    I will vote my shares against the move, that's for sure.Not that my vote really matters.
    21 Mar 2012, 12:24 PM Reply Like
  • Tommy_Finger
    , contributor
    Comments (320) | Send Message
    I will change my name to Bond. James Bond.
    21 Mar 2012, 12:25 PM Reply Like
  • bdp3ysk
    , contributor
    Comment (1) | Send Message
    Companies spend millions on brand name, not a good move to rename . Kraft has its name out there. Kraft Jr.
    21 Mar 2012, 01:51 PM Reply Like
  • luckymulloy
    , contributor
    Comments (124) | Send Message
    why is there an apostrophe in brings?
    21 Mar 2012, 03:53 PM Reply Like
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