WHAT'S in a name? According to World International chairman and Wheelock Marden managing director John Hung, just about everything.
It is not every day a major company like World International turns around and cancels the previous nine years of company branding and goodwill.
But the re-branding to Wheelock Marden looks like being a positive move.
The name comes from a 130-year-old former hong which was privatised in a celebrated and controversial initiative undertaken by Peter Woo's father-in-law, the late Sir Yue-kong Pao.
This bit of entrepreneurial Chinese business machismo will go down in Hong Kong's corporate history books as one of the bloodiest and most contested.
Mr Woo has chosen to change the name at a time when he wants to see the parent of Wharf Holdings loom high in the hoardings, as opposed to being a poor second to the success reaped by Wharf through image-building since 1990.