Think IHOB, Dunkin’ and WW are silly company names? Here are 10 other rebrandings to chuckle about!

It’s been quite the year from silly corporate name changes.

Earlier this year IHOP — you’re still the International House of Pancakes, to me — spoofed most folks with a brief stint as IHOB — ahem, International House of Burgers — to boost its bona fides as a seller of more than breakfast meals.

Last month, we saw Dunkin’ Donuts dropped the “Donuts” in we’re-more-than-baked-goods messaging move as Weight Watchers became WW since apparently dieting has become passe and initials makes one look skinnier? Should I simply become JL?

You know the economy is doing pretty well when companies are flush with cash and have nothing better to do than change their branding en masse. Often those doing the rebranding are not the ones getting a hefty slice of the wealth being created. So, the bosses at laggardly operations think a new name, logo and/or look will surely alter their corporation’s financial trajectory!

I regularly ponder the odd corporate addiction to rebrandings, so I certainly don’t want to pick only on IHOP-IHOB, Dunkin’, and WW as the sole guilty parties of recent boardroom imaging shenanigans. To that end, I’ve noted 10 other curious, if not dubious, name changes so far in 2018 …

Herbalife Nutrition: The opposite of the Dunkin’ move, the California-based seller of health-related items went for more specificity. Adding “Nutrition” because “consumers give our distributors permission to be their partner in seeking better nutrition and a more healthy and active lifestyle.” It seems awfully redundant for a brand that was a pioneer — for good and bad — in the supplement business.

Fashion Island Hotel: Actually, the Newport Beach lodge’s name isn’t all that bad. But what took so long to get to this? Opened by the Irvine Co. in 1986 with the Four Seasons brand name, two decades later, it went independent as the Island Hotel. Guess somebody finally figured out what’s next door: the luxe Fashion Island shopping center and office complex!

Covia: I’m always saddened by the made-up word name. (Think of that once-powerful Orange County tech company that rebranded in 1999 as Conexant.) This California-based elder care company Episcopal Senior Communities decided on “Covia,” which supposedly suggests “community” and “life.” Funny, an Ohio mining company this year also chose the exact same name!

CalPrivate Bank: Smaller banks have one big advantage: they’re local. So why hide that hometown edge in a brand with a statewide image? This tongue-twister branding will be slapped on a bank group that includes San Diego Private Bank, Coronado Private Bank, and Newport Private Bank.

Nano Banc: That’s the old Commerce Bank of Temecula Valley in Murrietta. While “nano” has a techie edge to it — and a “one-billionth” meaning — I’m not sure if the phrase wildly translates to tiny — as in nanoparticle — or quick — think nanosecond.

Axos Bank: Bankers do like name changes, and this is the new name of the California pioneer and online financial institution, Bank of Internet. These bosses want people to know they’re more than a branchless bank with an unintelligible name that spellcheckers want to switch to “axis.” It feels silly to everyone except folks who hail from tiny Axos, Greece!

Bausch Health Cos.: Remember the corporate takeover artists, Valeant Pharmaceuticals? The folks who forced Orange County eye-care giant Allergan into a friendlier suitor’s arms? Well, here’s a name switch that certainly “hides” the sketchy reputation, betting the future on the good name of old Valeant’s Bausch & Lomb eyecare enterprise.

Capri Holdings: Look, I’m no fashionista but I’m at a loss to understand this corporate monicker for the soon-to-be-merged Michael Kors and Versace retail brands. It supposedly reflects an “iconic, glamorous and luxury destination.” It’s not much better at Capri’s top competitor, the owner of the Coach and Kate Spade brands. Last year it was renamed Tapestry, “a true house of emotional, desirable brands.”

Signify: That’s the former Philips Lighting with a lineage dating back 100-plus years to the Philips family from the Dutch town of Eindhoven. Why this monicker? “Light becomes an intelligent language, which connects and conveys meaning.” I could not make that up! And I do see a trend: use of common words as a corporate “brand” such as Tapestry and Google’s “Alphabet” holding company.

PHC Holdings: I hate the impersonality of initials! This new moniker belongs to what was called Panasonic Healthcare Holdings. Yet if the mission statement is “healthcare with precision” … why not HCWP Holdings? And could PHC be confused with PNC, the old Pittsburgh National Bank?

Also, please note this trend to shift away from global household names isn’t new. Conexant was Rockwell Semiconductor before 1999!

And here I thought recognizable brands were for nurturing, not dismantling.