The Checker Auto Parts store in our neighborhood quietly changed its name to O’Reilly Auto Parts. The only change was the sign. The transition was mandated by some high-level corporate decision… I think a corporate merger was involved.
I’d consider the change to be a waste of money, as long as the Checker name still exists (which it does).
Takeaway: If you’re going to change your name, make it worth your while. Change something else too.