So last year, the company retired Quixtar and reintroduced Amway with print, radio, online and TV ads.

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In 1999, multilevel marketer Amway changed its name to Quixtar in North America.

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"Even though we hadn't used the Amway name in nine years, it still had a 90% brand awareness, compared to 3% from Quixtar, " says Lieberman.

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The Online Journalism Review looks at Quixtar , a company that built dozens of Web sites that link to each other with positive news about the business, assuring that a Google (nasdaq: GOOG - news - people ) search produced only PR-friendly results.

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