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.