By Jim Prior

The surprise announcement of a new holding company for Google and other ventures has prompted much debate about the role of corporate holding-company brands. The debate arises because the chosen name, Alphabet, is somewhat more imaginative than is usually the case in such circumstances – Google Corporation, or a simple acronym, for example, would probably not have prompted any debate at all. Aside of the discussion on the merits of that specific choice of name, which has already been comprehensively covered elsewhere, the big question being asked is, does the name or identity of a corporate holding company Read full story ›

Source: The Drum