The change of an established brand name, for example in the context of mergers and acquisitions or the consolidation of brand portfolios, carries high risks and is usually associated with significant costs. Petra Ringeisen examines time-related consumer reactions to brand name changes and their influencing factors. To this end, theoretically derived hypotheses are tested based on four different forms of brand name changes in two consumer goods sectors as well as in the service sector. The results provide insights for successfully designing brand renaming strategies.