Shareholders vote Tuesday on whether to approve Smith & Wesson’s name change to “American Outdoor Brands.” The firearms unit will continue as Smith & Wesson — one of the most iconic American brands — but the name change for the parent company comes as it expands into outdoor camping gear. The old name might interfere with new associations the company’s trying to create. Potential customers might balk at seeing Smith & Wesson on, say, a sleeping bag. And, as the company diversifies, rebranding under an “outdoor” label may also help its stock performance. But it could take time and marketing for the new brand to catch on.
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