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MicronPC's name change to MPC Computers Inc., announced last week, was described as a simple way to dissociate the Nampa company from its former parent, Micron Technology Inc., with minimal brand confusion for customers.
Ross Ely, MicronPC vice president for marketing, said "the No. 1 criterion was ease of transition" for customers, who will understand that MPC is an acronym for the company's current name, which has been in use about three years. Formerly, the company was Micron Electronics Inc.
The MPC name, Ely said, signifies to customers that "it's the same company you're familiar with" - only the name has been in effect abbreviated. At the same time, the change complies with contractual provisions of the agreement under which Micron Technology transferred MicronPC to Los Angelesbased Gores Technology in March 2001.
MPC also was a way to avoid adopting "something wacky," which he said had been widely feared among employees.
Employees were asked to...