India, Sept. 17 -- What's in a name? Especially one that most people might not even utter.

Few people think of Zomato as a brand under Eternal even after the rechristening was seeded into our minds very early on, much before it became official. Eventually we will come to terms with Eternal too.

OYO changing the name of its corporate parent entity from Oravel Stays to PRISM could end up taking just as long to enter common parlance, if at all. But perhaps that's missing the point behind both these changes.

The switch to Eternal was because Zomato was longer just Zomato, and for Ritesh Agarwal-led OYO, the rebranding to PRISM is about emphasising the new multihued OYO - one that's not just the three bold letters in red, but a global hospi...