LG

•  LG was originally named Lucky Chemical when it was founded in 1947. The company sold cosmetics during its early years.
• In 1958, it merged with GoldStar and was renamed Lucky GoldStar. At this time, the firm added consumer electronics to its product line.
• In 1995, the company renamed itself to LG to conform to its customers in the Western countries.
• Coinciding with the name change, the company also changed its logo to one with a "smiley face." The logo represents the company's commitment to enable a more fulfilled life for its consumers.
• LG also promoted its crafty slogan "Life's Good."
• LG's renaming effort is widely considered as the most successful rebranding story of all time.
• Prior to its rebrand from Lucky GoldStar to LG, the company's products were seen as cheap and low-end.
• After the rebrand, the company strove to level-up its products.
• It also improved its distribution model by giving incentives to high-end stores who will display the company's products.
• With this move, LG was able to establish a better brand reputation through diligently crafted communication campaigns.
• As a result of all these action plans, the company was able to reposition itself as a "mainstream premium brand."

ACCENTURE

•  Accenture used to be known as Andersen Consulting and was a consulting division within the Arthur Andersen parent firm.
• However, internal conflicts with its parent company forced it to split from the latter. Andersen Consulting was also mandated to change its name. It then took the Accenture brand name.
• After the split and the formation of Accenture, Arthur Andersen became involved in the Enron scandal. His company's reputation was in shatters.
• However, Accenture remained untouched by the scandal and is well on its way to continuous growth.
• It then enjoyed major success in the consulting industry and serves 94 of the Fortune 100 companies.

FEDEX

•  FedEx's original name is Federal Express.
• In 1994, Fred Smith, the company's founder and CEO, aimed to boost the firm's image.
• He then posted a challenge to his creative unit to redesign the company's truck to make it highly visible from a five-block distance.
• His creative team then changed the company's name to FedEx. The team also came up with a highly enticing logo.
• The new look of the brand captured the firm's competitive edge, which is speed.
• Renaming and rebranding the company enabled it to achieve tremendous success through the years.
• The company also kept its relevancy and power to this day.

GOOGLE

• Google's original name is BackRub when it was founded in 1996.
• The name came about because of the internet's "back links."
• However, the domain occupied a large portion of the Stanford University server's bandwidth after just one year.
• Due to the massive size of their work, the company's founders, Larry Page and Sergey Brin thought of renaming the company after the term "Googol," the digit 1 succeeded by 100 zeroes.
• By mistake, they used google.com instead of googol.com during their search. This then led to the highly popular search domain that we use today.

EBAY

• The eBay e-commerce company used to be called by a "clunky" name, auctionweb.
• However, when the public and some popular publications began calling the company by its parent company's name, it changed its name to eBay in 1997.