Despite Alticor’s best efforts to rebrand it’s Amway division, the company has decided to discontinue using the Quixtar brand and refocus on the Amway brand in North America. Apparently the company has continued to market the Amway name internationally and cites uniting the “business opportunity under a single global brand” as the reason for the change.
Apparently the Quixtar name is still not as well known in the US and Canada. Despite eight years of attempting to build the Quixtar brand, the Amway brand continues to be better recognized.
Brand is a powerful marketing force that can be difficult to shake, even if you want to.
