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| Background:Many brand meisters advise you not to change a big famous brand name unless it has been irreparably damaged, because it takes so long to build good brand awareness when you have to start from scratch. Why then would someone with fairly good brand recognition in the online music business (Roxio) go out and buy a very tarnished brand? Yes, it gives them instant notoriety – but Napster is the name that was associated with all that was illegal and wrong with the original models.
Not only has the name Napster become synonymous with illegal downloads, but the name was surely originally chosen because of the hidden linguistics and slang to nab (or steal). It’s just too close to nabster. Same connotations, on a personal level, as mobster too!
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