While not revolutionary, last week's con firmation from Britain's Cable & Wireless (C&W) that it will rename Hongkong Telecom appears to make sense in a world where global image-making is gathering importance.
At the heart of the revamp, dubbed internally as 'Operation Springboard', is a plan to change the English name of Hongkong Telecom to reflect its position within C&W, which holds 54 per cent of the company.
Leaks of a potential name change emerged last autumn. In public, Hongkong Telecom insisted no firm decisions have been taken.
However, there now appears little doubt that Hongkong Telecom will be reborn into something featuring the C&W name.
Reports suggest the relaunch may come this month.
Though something of a mouthful, Cable & Wireless Hongkong Telecom appears to be the front-runner.