realistic fair value, page-51

switching brand, while tempting, is probably not the smartest move right now.

As one poster said, it would revive the whole Lynas debate as the antilynas groups go from despondant to rejoicing the 'death' of the Lynas name...

It would result in a huge rush of media... all focused on the reason for the change of name (to distance itself from the Lynas debate).

It would still result in some smart Malaysian's thinking of catchy word plays with the new company brand & logo.

It's a real risk just when we are pushing past the previous ones...


While re-branding worked very well for companies like KFC (from Kentucky Fried Chicken)... their desire was to distance themselves from being unhealthy, but to do it in an atmosphere that was not acutly pointing the finger at them especially (over and above McDonalds, Hungry Jacks etc)... it worked, but only because it was done well and timed well...

Now is not the time... perhaps later.