Originally posted by monochrome
Oh I absolutely get her point. Which is why I was so surprised how small it actually is.
I worked for a company that had a very public brand identity. We were acquired by a similar company with a distinctly different brand identity that wanted our premier manufacturing prowess and leading products. In just 4 years our old brand was entirely subsumed, to the point a new customer wouldn't even know the old company ever existed. The old name isn't used anywhere, we've destroyed all paper and digital references - everything is re-branded as under the new owners. It feels like the new guys stole our hearts and 35 years of our work. There's nothing I can do about it but quit or submit.
That's the real risk.
Names are important because of what they convey to others.
In 1970, the Great Northern and Northern Pacific railroads merged; together they owned something like 96% of the Chicago, Burlington & Quincy railroad, so it was included in the merger. Before naming their new railroad, they conducted surveys to determine which names had the most positive connotations in the minds of the public. By far, the highest rating was "Burlington", presumably because of the ground-breaking advances in passenger equipment pioneered by the CB&Q.
Thus, the new railroad was named Burlington Northern, with the name contribution from the junior member of the merger leading, and the joint contribution from the senior members following. Accountants include the value of a name under the asset category of "goodwill". I am sure that Ricoh recognizes the value of the name "Pentax" they acquired and will continue to use it.