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NavisionDamgaard Dumps Damgaard Name, Becomes Navision VEDBAEK, Denmark, March 16, 2001 (SmartPros) A European software maker is the latest company to catch the Madonna complex that appears to be spreading throughout the accounting community: NavisionDamgaard, the company formed by the December merger of Danish software giants Navision Software and Damgaard, announced it will drop Damgaard from its name and go by Navision.
One-word brands seem to be the way to go in the accounting world these days. Just over a week ago, accounting behemoth Arthur Andersen said it would drop Arthur from its name and go by its surname, Andersen. And in January, the Big Five firm's former consulting counterpart, which was forced to change its name by the arbitration ruling that split the firms, became part of the one-name movement with the moniker Accenture. "From a business and marketing point of view, the use of the company name Navision would offer better possibilities than the company name NavisionDamgaard," the company said in a statement. "I'll be the first to admit that there is a lot of emotions in this, but the bottom line of our analysis was clear. Navision is the best choice for building an international brand, and our job in executive management is to make the right business decisions," said Preben Damgaard, Navision chief executive and one of the original founders of Damgaard. The company's present product lines -- Damgaard Axapta, Damgaard XAL and Damgaard C5/C4 -- will be continued as Navision Axapta, Navision XAL and Navision C5/C4. Its resellers, known as Damgaard Business Partners and Navision Solution Centers respectively, will all be branded as Navision Solution Centers. -- SmartPros News Staff Send comments to information@smartpros.com. 2001, Smartpros Ltd. All Rights Reserved. |
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