Why Big Brands Like Starbucks Changed Their Names

Ever wondered why some of the world’s biggest brands have oddly generic or forgettable names today—or used to? Whether you’re naming a coffee shop or just curious about corporate evolution, the story behind how household names got their start reveals a lot about branding, marketing, and the power of a simple rename.

Starbucks was once called "Il Giornale Coffee Company" and originally operated under the name "Starbucks Coffee, Tea and Spice." Before that, it was briefly "" (Daily Coffee Company). Google started as "BackRub," and Apple was nearly just "Apple Computers" forever. Many legendary brands began with long, confusing, or downright odd names—before they became the icons we know today.

From Daily Coffee to Global Icon: Starbucks’ Name Evolution

Before it became the global coffee giant we know, Starbucks was originally launched under the name "Starbucks Coffee, Tea and Spice." But even earlier, when Howard Schultz first began expanding the concept with a new café model, the stores were called "Il Giornale Coffee Company." Schultz acquired the Starbucks name in 1987 when he bought the original company, then streamlined the brand to just "Starbucks." Before all that, the business was briefly known in Chinese media as "" (translated as Daily Coffee Company).

Google Wasn’t Always Google: Early Brand Names

The world’s leading search engine wasn’t born as Google. In 1996, founders Larry Page and Sergey Brin developed a project at Stanford University they originally called "BackRub"—a reference to the system checking backlinks to determine site importance. It wasn’t until 1998 that they rebranded to "Google," a play on the mathematical term "googol," representing 10^100, symbolizing their mission to organize vast amounts of information.

Shortening the Name: From Wordy to Catchy

Many iconic brands started with long, clunky, or overly descriptive names—and then pivoted to something short and memorable. For example:

• Best Buy was originally "Sound of Music," a Minnesota electronics store that famously held a "Tornado Sale" after being hit by a tornado in 1981. It rebranded as Best Buy in 1983.
• Hertz Rent-A-Car began as "Hertz Drive-Ur-Self System" before becoming simply "Hertz" in 1954.
• IBM started life as the "Computing-Tabulating-Recording Company" before adopting the snappier "International Business Machines" in 1924—and later just "IBM."
• Yahoo began as "Jerry’s Guide to the World Wide Web" before becoming an acronym: "Yet Another Hierarchical Officious Oracle."

Founders’ Names That Outgrew Their Origins

Several companies began as personal ventures named after their founders, but evolved beyond those roots:

• Pete’s Super Submarines became Subway.
• Brad’s Drink turned into Pepsi-Cola.
• Tokyo Tsushin Kogyo became Sony.
• Blue Ribbon Sports—originally a distributor of Onitsuka Tiger shoes—rebranded as Nike, named after the Greek goddess of victory.

Even Nintendo began as "Marafuku Company" and then "Nintendo Playing Card Company" before evolving into the gaming empire we know today.

Brand Strategy: Why Companies Change Names

There are several reasons companies rebrand or rename:

• To sound more modern, global, or relevant.
• To simplify a long or confusing original name.
• To expand beyond their original product line (e.g., Apple moving from computers to all consumer electronics).
• To reposition after mergers or leadership changes (like Starbucks acquiring Il Giornale and dropping the original name).
• To better reflect a flagship product or core identity (e.g., Research in Motion becoming BlackBerry).

Ultimately, a strong, concise name helps build recognition, trust, and scalability—key drivers for any growing business.

Frequently Asked Questions

What was Starbucks originally called?

Starbucks was originally named "Starbucks Coffee, Tea and Spice." Before adopting that name, the business that would become Starbucks was briefly referred to in Chinese sources as "" (Daily Coffee Company). Howard Schultz also operated early cafés under the name "Il Giornale Coffee Company" before acquiring the Starbucks name in 1987.

What was Google originally called?

Google was originally called "BackRub" when it was created as a research project at Stanford University in 1996. The name referred to the system’s method of analyzing backlinks. The company was renamed Google in 1998, inspired by the term "googol," representing a 1 followed by 100 zeros.

Did Apple change its name?

Yes, Apple was originally incorporated as "Apple Computer Company" in 1976. In 2007, the company dropped "Computer" from its name to become simply "Apple Inc." This change reflected its expansion into consumer electronics beyond just computers, such as the iPhone and iPad.

Why do companies change their names?

Companies change their names to sound more modern, simplify complex or outdated branding, reflect new products or markets, reposition their identity, or recover from mergers. A shorter, more memorable name can improve brand recognition and help with global scalability.

What was Best Buy originally called?

Best Buy was originally called "Sound of Music," an electronics store based in Minnesota. After a tornado destroyed one of its stores in 1981, it held a "Tornado Sale" and eventually rebranded as Best Buy in 1983 to emphasize value and clearance pricing.

What was Hertz originally called?

Hertz was originally named "Hertz Drive-Ur-Self System." It underwent a major restructuring in 1954 and was renamed "The Hertz Corporation," eventually becoming widely known as just "Hertz."

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