subject: Amway, Quixtar or Alticor - What's In A Name? [print this page] 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.
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