What?s in a name? Apparently, a lot. After picking up a majority stake in Satyam Computer Services, will Tech Mahindra opt for a new brand name?dumping the tainted Satyam brand? While many brand consultants assert that brand name Satyam should be retained as the company is reputed for its services, there are others who opine that Tech Mahindra should go for a new name.

From the customers? perspective, Satyam is still a strong brand offering world class services despite a tarnished image.Besides, in the field of tech services, the brand name is not as crucial as it is in FMCG.

Many brand consultants in Mumbai opine the brand name Satyam should be retained as it is a formidable one and stands for quality and performance. As long as the quality of SCS?s services remain the same, there is no need to change the brand name. Yet another reason to retain the Satyam brand name would be that it is far stronger than Tech Mahindra. Meanwhile, many advertising gurus are coining possible new names such as Mahi Satyam or Satyam Mahindra with a tagline ? Tech and Truth guides you?. Incidetnally, Satyam is not alone in this brand turmoil in India. Let?s do a quick flashback to 2007. After acquiring Hutch, Vodafone had literally painted the town (Mumbai) red with huge hoardings at major locations. To announce the name change, the company has earmarked an advertising budget of Rs 320 crore. When Maxtouch became Orange, the company painted Indian towns orange with its outdoor media campaigns. Later, the company switched over to pink for its Hutch brand. Now, it?s red all the way. It was a battle of colours for Hutch.

In the same year, India?s largest FMCG company changed its name from Hindustan Lever Ltd (HLL) to Hindustan Unilever Ltd (HUL). In many corporate sectors, brand names play a crucial role in wooing consumers but not in tech. Yet another FMCG major Cadbury India has changed its name thrice in the last few years. From Cadbury Fry, it became Hindustan Coca Products Ltd and now Cadbury India. In fact, consumers get used to name changes as they are only familiar with brand names, add analysts.

lalitha.srinivasan@expressindia.com