Straight from arguably the best business publication in existence, Business 2.0 has a nice little article on what goes into naming and renaming companies. A great company name can never compensate for an excellent product and company management though.
From the article: “Whatever the reason for the renaming, engineering a successful name change is hard work, and it can cost a bundle. Many companies enlist the expertise of a branding agency — a service that usually costs between $30,000 and $150,000.”
I’ll rant on branding agencies later.
(Source: Business 2.0)