Famous Companies That Changed Names: 10 Examples (2025)

What do Google, Nike, and Netflix have in common? They've all undergone significant name changes that helped shape their success. The business landscape is constantly evolving, and with it, the need for companies to adapt their identities. Only 52 companies have remained on the Fortune 500 list since it began in 1955, showing just how dramatically corporate America has transformed over the decades. Whether it's shedding outdated associations, reflecting new business directions, or simply creating a more memorable brand, corporate name changes can make or break a company's future.

You might be surprised to learn that some of today's most recognizable brands started with completely different names. These strategic rebranding decisions often reflect pivotal moments in a company's evolution, from startup struggles to global expansion. Understanding why these companies changed their names offers valuable insights into the psychology of branding and the power of getting your company name right from the start.

Let's explore ten famous companies that successfully transformed their identities through strategic name changes, and discover the compelling reasons behind their decisions.

Tech Giants That Transformed Their Identity

1. Google (Originally BackRub)

Before becoming the world's most powerful search engine, Google was called BackRub. Stanford University students Larry Page and Sergey Brin launched their search project in 1996 with this rather awkward name, which referred to the system's ability to analyze "back links" to determine a website's importance.

The founders quickly realized that BackRub wouldn't work for a commercial venture. They needed something that reflected the vast scope of information their search engine could access. The name "Google" comes from "googol," a mathematical term for the number 1 followed by 100 zeros, representing the infinite amount of information they aimed to organize.

This name change proved brilliant for several reasons. Google is easy to pronounce globally, memorable, and playful enough to make technology feel approachable. The rebrand coincided with their incorporation in 1997, setting the stage for their transformation from a university research project to a $2 trillion company.

2. PayPal (Originally Confinity)

PayPal's journey to its current name involved multiple iterations and a complex corporate merger. The company started as Confinity in 1998, founded by Peter Thiel and Max Levchin. Meanwhile, Elon Musk had started a competing online payment company called X.com.

After the two companies merged in 2000, they initially operated under the X.com name. However, they soon discovered that customers were more familiar with PayPal, which was actually the name of Confinity's money transfer service. The brand recognition was so strong that they officially changed the entire company name to PayPal in 2001.

This decision made perfect sense from a marketing perspective. PayPal clearly communicated what the service did – it was your "pal" for payments. The name was friendly, memorable, and explained the product's value proposition in just two syllables.

3. Netflix (Originally Kibble)

Netflix almost had a very different trajectory with its original name, Kibble. Reed Hastings and Marc Randolph were brainstorming names for their DVD-by-mail service in 1997 when Randolph suggested Kibble, thinking it sounded like "nibble" – something small and consumable.

Fortunately, they quickly pivoted to Netflix, combining "Net" (representing the internet) with "flix" (a casual term for movies). This name perfectly captured their vision of internet-based movie rentals, even though streaming wouldn't become their primary service until 2007.

The Netflix rebrand proved prophetic. While Kibble would have made no sense for a streaming platform, Netflix seamlessly transitioned from physical DVDs to digital content. The name worked equally well for both business models, demonstrating the importance of choosing names that can grow with your company.

Retail and Consumer Brands That Reinvented Themselves

4. Nike (Originally Blue Ribbon Sports)

One of the most successful rebrands in business history happened when Blue Ribbon Sports became Nike in 1971. Phil Knight and Bill Bowerman founded Blue Ribbon Sports in 1964 as a distributor for Japanese running shoes, but the generic name didn't capture their growing ambitions.

The name Nike came from the Greek goddess of victory, suggested by employee Jeff Johnson. This mythological reference perfectly aligned with their athletic focus and conveyed strength, speed, and triumph. The timing of the rebrand coincided with their decision to manufacture their own shoes rather than just distribute others.

Nike's name change transformed them from a regional distributor into a global athletic powerhouse. The name supported their iconic "Just Do It" campaign and helped establish the brand as synonymous with athletic achievement and personal victory.

5. Best Buy (Originally Sound of Music)

Best Buy's transformation from Sound of Music represents one of retail's most successful pivots. Richard Schulze founded Sound of Music in 1966 as a specialty audio equipment store in Minnesota. The name worked fine for a small chain focused on stereo systems and records.

However, when the company expanded into broader electronics and appliances in the early 1980s, Sound of Music no longer fit their evolving business model. A tornado that destroyed their main store in 1981 provided an unexpected catalyst for change. They held a "tornado sale" in the parking lot, advertising "best buys" on damaged merchandise.

The success of this sale inspired the complete rebrand to Best Buy in 1983. The new name communicated value and savings across all product categories, not just music equipment. This strategic name change supported their expansion into computers, appliances, and eventually becoming America's largest electronics retailer.

6. Target (Originally Goodfellow Dry Goods)

Target's evolution spans over a century of American retail history. The company began as Goodfellow Dry Goods in 1902, founded by George Dayton in Minneapolis. As the business grew and modernized, it became the Dayton Company, reflecting the founder's name and broader merchandise selection.

The Target name emerged in 1962 when Dayton's launched their discount retail concept. They needed a name that would differentiate this new venture from their upscale department stores. Target conveyed precision, focus, and hitting the mark on customer needs and prices.

This strategic naming allowed the company to operate two distinct retail brands – upscale Dayton's department stores and affordable Target discount stores. The Target name proved so successful that when the company went fully corporate, they adopted Target Corporation as their official name, eventually spinning off or closing their other retail concepts.

Financial and Service Companies That Evolved

7. Pepsi (Originally Brad's Drink)

Pepsi's name change represents one of the earliest examples of strategic rebranding in consumer goods. Pharmacist Caleb Bradham created his cola recipe in 1893, originally calling it Brad's Drink after his own name. He served the beverage at his drugstore soda fountain in North Carolina.

In 1898, Bradham renamed his creation Pepsi-Cola, believing the drink could help with dyspepsia (indigestion) and boost energy. The name combined "pepsin" (a digestive enzyme) with "cola" to describe the product's perceived health benefits and taste profile.

While the health claims were later disproven, the Pepsi name stuck and became iconic. The rebrand helped transform a local drugstore novelty into a global beverage brand that could compete with Coca-Cola. The name was distinctive, easy to remember, and worked well in international markets.

8. Nintendo (Originally Nintendo Koppai)

Nintendo's name evolution reflects its incredible business transformation over more than a century. Founded in 1889 as Nintendo Koppai by Fusajiro Yamauchi, the company originally manufactured handmade playing cards called hanafuda in Japan.

The original name combined "Nintendo" (which roughly translates to "leave luck to heaven") with "Koppai" (meaning "cards" or "company"). As the business evolved from playing cards to toys, electronic games, and eventually video game consoles, they simplified to just Nintendo.

This streamlined name worked perfectly for their global expansion into video games. Nintendo was exotic enough to be memorable in Western markets while being simple enough for international pronunciation. The name change coincided with their transformation from a traditional Japanese card company to a revolutionary entertainment technology brand.

The Strategic Reasons Behind Name Changes

9. Starbucks (Originally Starbucks Coffee, Tea, and Spices)

Starbucks provides a fascinating example of gradual name evolution rather than dramatic rebranding. When Jerry Baldwin, Zev Siegl, and Gordon Bowker opened their first store in 1971, they called it "Starbucks Coffee, Tea, and Spices," reflecting their focus on selling high-quality coffee beans and tea leaves.

The name Starbucks came from the first mate in Herman Melville's novel "Moby Dick," chosen because the founders wanted something nautical that reflected Seattle's maritime heritage. As the company evolved from a local coffee bean retailer to a global coffeehouse chain, they gradually simplified the name.

First, they dropped "and Spices" as their product focus narrowed. Later, "Tea" was removed as coffee became their primary identity. Finally, they simplified to just "Starbucks" to reflect their expansion beyond just coffee into a full café experience. This evolution shows how names can adapt gradually as businesses mature.

10. FedEx (Originally Federal Express)

FedEx's name change represents a perfect example of adapting to customer behavior. Founded as Federal Express in 1971 by Frederick Smith, the company revolutionized overnight shipping with their hub-and-spoke delivery system centered in Memphis.

While Federal Express communicated reliability and nationwide scope, customers naturally shortened it to "FedEx" in everyday conversation. The company noticed this pattern and made the smart decision to officially rebrand as FedEx in 1994, embracing the nickname their customers had already created.

This change worked brilliantly for several reasons. FedEx was shorter and more memorable than Federal Express. It worked better internationally, as "Federal" had strong American government associations that didn't translate well globally. The name also supported their expansion beyond express delivery into ground shipping and logistics services.

Key Lessons from Corporate Name Changes

The success stories of these ten companies reveal several important patterns about strategic rebranding. First, timing matters enormously. Most successful name changes coincide with significant business pivots, new leadership, or market expansion opportunities.

Second, simplicity wins. Whether it's Google replacing BackRub or FedEx replacing Federal Express, shorter and more memorable names consistently outperform complex alternatives. The most successful rebrandings create names that are easy to pronounce globally and work across different media formats.

Third, the best corporate names grow with the business. Netflix worked for both DVD-by-mail and streaming. Nike supported everything from running shoes to global athletic apparel. Target conveyed value across multiple retail categories. These names had enough flexibility to support business evolution without requiring additional changes.

Finally, customer adoption drives success. PayPal succeeded because customers were already using that term. FedEx worked because it reflected how people naturally spoke about the brand. The most effective name changes align with rather than fight against customer behavior and preferences.

If you're considering a name change for your own business, these examples demonstrate the importance of choosing names that can evolve with your company's growth. Whether you're just starting out or ready to rebrand an existing business, the right name can transform your trajectory just as it did for these ten global brands.

Looking for inspiration for your own company name? Our Startup Name Generator can help you discover creative possibilities that combine memorability with strategic positioning, just like these successful rebrands that transformed ordinary businesses into household names.