What`s in a name?

Shakespeare tells us that `a rose by any other name would smell as sweet` and like many of the Bard`s sayings this rings true. It is also likely that if the flower was re-named the lesser stinkwort it might figure less in romantic poetry, but that`s beside the point. What is clear is that the name given does not change the basic nature of the physical object.
  I was musing on this point the other day when I recalled that a frequent change of name is resorted to by chains of retailers to try to leave behind a reputation far less fragrant than that of the rose. I always find that an organisation which is obviously less than proud of it`s current name is one to be avoided. I could quote two examples. The first is the retailer Weldom who irritated us a month ago by not only failing to supply spares for the items it sold but by indifference to the customer`s opinion in that the branch NEVER rang back as promised. When we first encountered it it was called Catena, then Terrassier. It then changed to Weldom, then to Gitem ( Je t`aime--gettit?) and recently has re-badged as Bricodom, perhaps hoping to be confused with the much bigger and better firm of Bricomarché. The branches don`t change though, and they seem to be getting a bit desperate with names changing more and more frequently. Expect an imminent closure.... Another example is the Cooperative chain (the French, not the English which is doing well under the same name as ever) It changed it`s name to Attac but not long after it has been taken over by Carrefour who have completely revamped our local shop, another kettle of fish entirely. In their case the change to a well-known national marque is likely to bear fruit.
  It goes to prove the old saying about fooling the people, doesn`t it?

     That`s all for now, bye!