ACCORDING to Shakespeare, a rose by another name would smell as sweet, but is the same true for business?

Yesterday, the Northumbrian Water Group became the latest company to adopt a new name when it transformed itself into Ondeo Services UK.

The change came about after the group's parent company, Suez, decided to bring all its water activities under one brand name.

A spokesman for the group said: "In changing its name to Ondeo Services UK, the Northumbrian Water Group is aligning itself more closely with the international brand.

"The name change also helps Ondeo to establish itself in the growing industrial services market in the UK."

Northumbrian Water Group is just one of a long-line of companies to shed their old identities, but customers, already confused by other name changes, will be relieved to know that this one does not affect the names of its individual companies.

Northumbrian Water will continue to use its own brand name.

Earlier this year, the Post Office came under fire when it spent £2m re-branding itself as Consignia.

Workers accused the company of ditching 350 years of tradition, but bosses said that it reflected the changing nature of its business and was more appropriate in overseas markets.

North-East transport group Cowie became Arriva in 1997, much to the consternation of founder Tom Cowie, who saw it as a snub following boardroom squabbles.

But now Arriva is a household name, although Consignia has yet to catch on.