Facebook Inc .: A look at other corporate rebranding efforts | national

2014: CVS CAREMARK CORP. AT CVS HEALTH

The company now known as CVS Health had a long history of buying chain drugstores and retail stores to grow. In 2006, it acquired Caremark, the manager of pharmacy benefits, and became CVS Caremark Corp. She changed her name to CVS Health in 2014 and stopped selling cigarettes in an offer to rename a health-conscious company, not just a drugstore chain that makes money on prescriptions.

In 2015, Google was facing growing complaints from investors that its forays outside of its core search business, dubbed “moonshots”, were not transparent enough. It also faced growing antitrust issues regarding its advertising business. The company therefore renamed itself Alphabet. , a conglomerate that distributes more financial data for its operations beyond research.

2016: TRIBUNE PUBLISHING CO. AT TRUNK

Founded in 1847, Tribune Publishing has a long history as the publisher of the Chicago Tribune and other major dailies. But in 2016, newspaper advertising revenues were disappearing and the big chains were consolidating. Tribune, trying to avoid an offer to acquire Gannett and increase online advertising dollars, announced a name change to Tronc Inc., which stood for “Tribune Online Content.” The name was widely ridiculed and Tronc changed its name to Tribune Publishing in 2018.


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