Some of the best and worst company rebrandings (Image © Consignia)

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Ill-conceived changes to a company's packaging or logo aren't the only ways to generate criticism. In 2001 the Post Office disastrously changed its name to Consignia. One critic dubbed it "nine letters that spell fiasco".

The idea was logical - the Post Office was preparing itself for operating independently from state control. To mark the move, brand researchers were tasked with finding a name that would also recognise its many business divisions.

Consignia was picked because it included the words 'consign' and 'insignia' which, they believed, conveyed trustworthiness and honour. However, the rebranding, which cost £2 million, was itself consigned to history in 2002 after Allan Leighton became chairman and the company was renamed Royal Mail. Post Office Limited is now an operating division of the bigger business.