Naming as Strategic Communication: Understanding Corporate Name Change through an Integrative Framework Encompassing Branding, Identity and Institutional Theory

This article presents a framework for understanding corporate name changeas strategic communication. From a corporate branding perspective, thechoice of a new name can be seen as a wish to stand out from a group ofsimilar organizations. Conversely, from an institutional perspective, namechange can be perceived as a way to claim membership of a given orga-nizational field. The framework integrates these understandings and servesa double purpose. First, it can be applied as a theoretical lens throughwhich we can analyze and consequently understand naming in diversesectors around the world. Second, it offers practical support to organiza-tions, private as well as public, who find themselves in a situation wherechanging the name of the organization could be a way to reach eithercommunicative or organizational goals