Amway Taking Back Its Name
-
ALTICOR'S GLOBAL DIRECT-SALES UNIT, AMWAY, is undergoing a brand revamp in 2008 that will be completed in 2009, the company's 50th anniversary.
The company, which since 1999 has made Quixtar North America its online brand ID--and de facto brand--in this country, is bringing back Amway as the global brand, and eliminating the Quixtar name entirely.
This year, the division of Ada, Mich.-based Alticor will consolidate under Amway Global and will launch what it is calling a multimillion-dollar effort to tout the Amway brand anew with advertising, media and PR efforts telling "a compelling and dynamic story of the business opportunity in North America."