From BackRub to Blackberry: The Evolution of Brand Names

Strategic Insights -

Many of the world's largest and most recognizable companies have undergone significant changes in their names over the years, with some shedding cumbersome titles in favor of more modern and catchy monikers. According to CNBC, Google, the most widely used search engine provider, initially bore the name BackRub, while Hertz Rent-A-Car was once known as Hertz Drive-Ur-Self System. Computing Tabulating Recording Corporation transformed into IBM, and Jerry's Guide to the World Wide Web became Yahoo. Starbucks, once called Il Giornale Coffee Company, was shortened to simply Starbucks, and Marafuku Company turned into Nintendo Playing Card Company before becoming Nintendo. These changes demonstrate how companies have adapted to their growing presence and diversified offerings.

Key Takeaways:

  • Google, the most popular search engine provider, was initially named BackRub, a title it held for two years after its founding in 1986.
  • Hertz Rent-A-Car, one of the largest car rental companies, was originally named Hertz Drive-Ur-Self System but changed to The Hertz Corporation in 1954 after a major restructuring.
  • Computing Tabulating Recording Corporation (CTR) became IBM, one of the world's largest IT companies.
  • Jerry's Guide to the World Wide Web, launched in 1994, transformed into Yahoo, an acronym for Yet Another Hierarchical Officious Oracle.
  • Starbucks Coffee, Tea and Spice was rebranded to simply Starbucks in 1991 after its acquisition by Howard Schultz.
  • Marafuku Company, the precursor to Nintendo, shortened its name to Nintendo Playing Card Company before adopting the Nintendo name.
  • Research in Motion (RIM), the makers of the BlackBerry, adopted the name of their flagship product in 2013 as the company struggled to catch up with competitors.
  • Other companies, such as Pete's Super Submarines (SYM), which became SUBWAY, Brad's Drink (Pepsi), and Tokyo Tsushin Kogyo (Sony), also underwent significant name changes.
  • Blue Ribbon Sports, which distributed Japanese sneakers Onitsuka Tiger in the US, became Nike, named after the winged Greek goddess of victory.
  • eBay initially launched as AuctionWeb in 1995, but the company eventually adopted the name eBay, assuming the name of its most important product.
  • Playboy almost became Stag Party, but was forced to change the title after Stag magazine pressured publisher Hugh Hefner.
  • Firefox abandoned its name Firebird due to name duplication concerns with another open-source project.

Statistics:

  • Google's original name was BackRub (not specified when it adopted the name).
  • Hertz was initially known as Hertz Drive-Ur-Self System (1954).
  • Computing Tabulating Recording Corporation (CTR) became IBM in 1911.
  • Jerry's Guide to the World Wide Web was launched in 1994, transforming into Yahoo in 1997.
  • Starbucks Coffee, Tea and Spice became simply Starbucks in 1991.
  • Marafuku Company shortened its name to Nintendo Playing Card Company before becoming Nintendo.
  • Research in Motion (RIM) adopted the BlackBerry name in 2013.
  • Pepsi's predecessor was Brad's Drink.
  • Sony's original name was Tokyo Tsushin Kogyo.
  • Nike was initially known as Blue Ribbon Sports.
  • eBay launched as AuctionWeb in 1995.
  • Playboy was initially titled Stag Party.
  • Firefox initially considered Firebird.

Sources:

  • CNBC
  • Daily Mail