London (July 19, 2002) -- Deloitte Consulting, which said it would change its name when it goes private, has chosen its new moniker.

The name, Braxton, is drawn from a trademark that the firm has owned since 1984, when it acquired the international management consulting firm Braxton Associates.

In a jab at its competitors Accenture (formerly Andersen Consulting) and Monday, PwC Consulting's new name, Deloitte's announcement emphasized that the moniker is a "real" name. "While our competitors are distancing themselves from their consulting roots, we are reaffirming our commitment to the profession," a statement from the firm read. It continued, "Let's face it -- the world is tired of coined, invented and whimsical corporate names."

The company said the name was the single most popular suggestion from employees and that its branding advisors, Interbrand, made it their final recommendation after examining "thousands of possibilities."

Deloitte said the fact that the name is an existing trademark will enable the firm to build its brand quickly and with less investment.

-- Electronic Accountant Newswire staff

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