Google rebrand faces searching questions
 

Last week’s decision to change its name to Alphabet and restrict the Google name to only part of its business marks a highly unusual decision to strip a successful brand from the letterhead of one of the world’s most admired companies.
Google was the world’s second most valuable brand last year, ahead of Coca-Cola but behind Apple, according to consultancy Interbrand. Google plans to rename itself Alphabet before the end of the year, limiting the Google name to its internet division.