Hawkins left the band in 1963, and the group renamed itself Levon and the Hawks.

CNN: Levon Helm, co-founder of The Band, dead at 71

The firm parted company with Mr Ratner, threw the focus on to its "trusted brands" H Samuel and Ernest Jones, and renamed itself Signet.

BBC: Renaming: Sleight of brand?

In 1899 Eddy renamed itself after the famous European springs at Karlsbad, hoping to attract more settlers, but the area continued to get federal largesse.

FORBES: How Carlsbad got WIPPed

PalmSource was acquired by Access Systems, and renamed itself ACCESS. Private equity firm Elevation Partners bought a stake in Palm Inc (they also own a share of Forbes Media) and then eventually Palm was sold in its entirety to Hewlett-Packard.

FORBES: Two Handfuls Of Handspring

Distancing itself as much as possible from the evils of puffing, the renamed U.S. Smokeless Tobacco shut the museum in 1998 and spat out most of its contents.

FORBES: Magazine Article