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When two companies merge, or when one buys another outright, a decision needs to be made on what name to use for the new business. One of the existing names may have significant value, or a combination of the two can be considered. In some cases, an entirely new name is needed. C-Suite consultant Laurie Huspen has helped many companies transition through mergers and shares her thoughts on what factors need to be taken into consideration when naming a new entity.