Rebranding?

Anyone have any thoughts on rebranding a web hosting company? Ive seen it in the past where web hosts rebrand to fool the customers they scammed into thinking they went out of business or something bad like that but thats not what i mean. What if you find a new name for your company or you merge with another existing company? Is it better to keep a name people are familar with or is it possible to make the transition to a new company name? I guess i wouldnt want to lose what little recognition i do have but im curious what other web hosts think about this? Id also be interested to hear from anyone who has done this successfully.

Rebranding can be a success.

But if it's a company, it's a pain re-registering business names all round.. if you registered your business that is.