This post is part of AOL Money & Finance's Best & Worst in Money 2008 feature.

There have always been brand decisions that seem to come out of left field. Some make you wonder what they were thinking, while others make you wonder what took so long. The year 2008 was no exception.

It came as something of a surprise when in June Exxon Mobil Corp. (NYSE: XOM) announced that it would sell off many of its retail gasoline stations to local owners. While Exxon continued to post record quarterly earnings, and fuel prices spiked to all-time highs earlier this year, gasoline retailers in fact have faced razor-thin margins and fierce competition. It would take a significant boost in prices to make gas stations profitable, a notion that didn't seem to worthwhile back in June. Wonder what they think of that decision now that gasoline prices have fallen to a multiyear low?

I recall when Kinko's, the photocopying and faxing service provider with the catchy name, seemed to explode out of nowhere. And it seemed a little sad when FedEx Corp. (NYSE: FDX) gobbled up the successful upstart. But it was probably inevitable that the Kinko's name would be phazed out. It took quite a while, but FedEx finally announced eariler this year that it would just that. The newly christened FedEx Office (not so catchy, is it?) wants to shed itself of the image of a photocopying and faxing place to that of a back-office services provider for small to mid sized businesses. But will that turn out to be worth the $891 million they estimate the name change would cost? Time will tell.

Continue reading Best & Worst in Money 2008: Most unexpected brand castoff

Best & Worst in Money 2008: Most unexpected brand castoff originally appeared on BloggingStocks on Mon, 08 Dec 2008 10:40:00 EST. Please see our terms for use of feeds.