Famous brands that changed their names: A guide to brand evolution

From Brad's Drink to Blue Ribbon Sports, these are the names that almost defined the world's best-loved brands. In most cases, you will likely be glad they did not reach the final rollout.

Have you treated yourself to a Cargo House coffee lately, or perhaps spent your morning scrolling through Burbn? You might even have spent time "BackRubbing" a favourite celebrity after a viral interview. While these names sound unusual today, they were the original choices for some of the world's most dominant corporations. We explore why these brands went back to the drawing board to find the perfect identity.

Google: The shift from BackRub to a global search powerhouse

When Larry Page and Sergey Brin developed their search engine, they initially settled on the name BackRub. This choice was rooted in the technology’s ability to analyse the web’s back-links to determine website importance. A year later, they sought a name that reflected the immense scale of the data they were indexing. They chose Google, a play on the mathematical term "googol." The word has since become a standard verb in the English language, a feat unlikely to have been achieved by its predecessor.

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Amazon: Why Cadabra was replaced by the world’s largest river

The name Amazon is now a household staple, yet Jeff Bezos originally favoured "Cadabra," a shortened version of abracadabra. The name was discarded after a lawyer misheard it as "cadaver," which lacked the positive energy required for a retail giant. Bezos briefly considered "Relentless" before settling on Amazon. He chose it because the river is "exotic and different," much like his vision for the company, and because its alphabetical starting position ensured it appeared at the top of early website directories.

Read more: How B2B Marketing leaders are building their brands with video

Nike: Moving beyond Blue Ribbon sports

Nike is an emblem of speed and victory, yet it began life in 1964 as Blue Ribbon Sports. Founded by Phil Knight and Bill Bowerman, the company nearly became "Dimension Six" during its 1971 rebrand. The name Nike was a last-minute suggestion from an employee who claimed the Greek goddess of victory appeared to him in a dream. This decision proved providential, as the name has become synonymous with global sporting excellence.

Is your own brand identity still fit for purpose?

The world's most successful companies recognise when a name or identity no longer aligns with their vision. If you are unsure whether your brand still resonates with your audience, our experts can help. Take the Threerooms Brand Health Scorecard to receive a free, personalised report on your brand’s current performance and discover areas for strategic improvement.

Pepsi: The transition from Brad’s Drink to Pepsi-Cola

In 1893, pharmacist Caleb Bradham created a fizzy beverage in his North Carolina drugstore and named it Brad’s Drink. Seeking a name with more commercial appeal, he rebranded five years later to Pepsi-Cola. The name was derived from "dyspepsia," as Bradham marketed the drink as a healthy aid for digestion.

The name swaps you might have missed

It is hard to believe, but sometimes a brand changes its name and it barely registers. Consider these companies whose subtle tweaks may have escaped your attention:

• Starbucks (formerly Starbucks Coffee): In 2011, the US giant removed the word 'Coffee' from its logo. This change reflected a menu that had expanded far beyond the espresso machine.

• KFC (formerly Kentucky Fried Chicken): The shift to an abbreviated version was simple, yet it sparked unusual rumours. Despite the theories, the change was a modernising move to streamline the brand's visual identity.

• WW (formerly Weight Watchers International): In 2018, the company rebranded to WW to prioritise overall wellness and healthy living over a singular focus on weight loss.

The name swaps we're still nostalgic about

It is one thing to change a company name before it truly gets off the ground, but another matter entirely to change a name with an army of faithful followers. This explains why many in the UK still feel a sense of nostalgia for these original identities:

• Snickers (formerly Marathon): It was over 30 years ago that Mars decided to rename its Marathon bars to align the brand globally. Despite the decades that have passed, the change still sparks debate. The brand's caramel-coated peanuts and chocolate remain the same, but the "Marathon" identity remains a powerful cultural touchstone.

• Starburst (formerly Opal Fruits): In 1998, eight years after the Snickers transition, Mars rebranded its famous fruit chews to match the global Starburst name. While "Made to make your mouth water" was the original slogan, the transition was a masterclass in global brand consolidation.

• Cif (formerly Jif): The household cleaning product was known as Jif in the UK for decades. In 2001, the name was changed to Cif to harmonise with European markets where the word was easier to pronounce. Interestingly, while the UK adopted the change, other markets like Australia still retain the original Jif branding.

  
  

Is your brand ready for the next level?

Before you consider a rename or a rebrand, it is vital to understand where your brand currently stands. Does your identity still reflect your values, or is it holding you back like a "BackRub" or a "Brad’s Drink"?

Take our Brand Health test to receive a free, personalised score on your brand’s current performance and recommendations for improvement.

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Frequently asked questions: Brand renaming

Why do famous brands change their names?

Most brands rename to align with global markets, reflect a broader product range, or distance themselves from names that no longer suit their mission.

Is it risky to rename an established brand?

Yes, renaming carries the risk of losing brand equity and confusing loyal customers. However, as seen with Google and Nike, a strategic name change can also be the catalyst for global dominance.

What was the original name of Snickers in the UK?

Snickers was known as Marathon in the UK and Ireland until 1990, when the name was changed to match the brand's global identity.