In July of last year, I speculated that Weight Watchers may have bought the valuable WW.com domain name. I assumed they might use it as a shortener for their brand. In September, I wrote about the news that Weight Watchers was rebranding as WW. Perhaps the company wanted to move away from its branding to something much more generic. In my opinion, the WW name doesn’t really say anything about the company and it seems the company will need to continually use the Weight Watchers brand so people recognize it.
Since its rebranding, things have not gone so well for the publicly traded company. An article in Market Watch illustrates what has happened to the value of the company’s stock since the name change: