Amway, Quixtar or Alticor - What's In A Name?

Amway, Quixtar or Alticor - What's In A Name?

Since it was founded in 1959, Amway have gone through various name changes and re-branding, most recently settling for its current incarnation as Amway Global. The company has been known as American Way Association, was recently known as Quixtar in North America, and is owned by a holding company called Alticor. So why the constant changes, and how is this affecting the business?

In business, a name is more than just a title on a bit of paper. It tells you about who the company are, and what they represent. A strong, powerful brand name that the public know and trust can be the most powerful marketing tool at a company's disposal. Successfully re-branding a company can rescue it from the abyss, but failure can cause a hitherto successful company to collapse.

Amway, however, stand out as an exception to the norm. Throughout their 51-year history they have been associated with numerous different names and incarnations, to the point where the Amway brand has become quite diluted. Critics suggest that Amway changed their name to escape the derogatory nickname 'Scamway', but others suggest they do it to keep the company fresh and contemporary.

This much uncertainty over the name and image of the company must surely be detrimental to the overall success of the company, given what we have said previously about the importance of a strong and recognizable brand?

Well, the important thing for Amway is that despite all their name changes, they have ultimately returned to the original company name, albeit with the word 'Global' added to it. This shows that in actual fact they do have a very strong brand. The strength of the 'Amway' brand, is so strong that even when they try to escape it, the name sticks around. No matter how diluted the Amway brand becomes, it remains strong enough to rise like a Phoenix from the flames, and live to see a new day.

So despite its various incarnations and associations with Quixtar, Alticor and American Way Corporation, it seems like the Amway name is here to stay.

To find out more about Amway, Quixtar and Alticor, visit ExplosiveMLM.com

To discover the exact blueprint for adding 700 reps into your Amway business, click here and download your free, life-changing report.

POST COMMENT

How Much Does It Cost to Name a Company? How to Get a Suitable Domain Name? Henckels Knife Set An Established Brand Name How Can I Reduce Loss Of Traffic After Changing Domain Names? Alluring Ornaments Gives Enjoyment As Well As Worries To Old People Means to Choose Handbag Ornament How You Gain On Buying Expired Domain Names Finrays providing special offers for domain names registration Domain Name Resolution of Disputes and ICANN Domain Name Registration Renewal GoDaddy Domain Registration Coupons - The Most Cost-Aggressive Gives Still No Named QB in Arizona ... Mort Guessed completely wrong Again Dean Graziosi - A name to reckon with!