British Telecom says it will rename BT Wireless - better known as British Cellnet - to mm02. Consumers will know the new company as plain 02.

The new name has raised a few eyebrows, but it is not the first time that branding experts have come up with a name that has been met with surprise or derision. Sometimes the stunt can be pulled off. Egg, the internet bank, is now one of the UK's best known brands. But sometimes consumers just can't be convinced.

Check out whether you know your brands. Who is behind...

Consignia

A: German waste processing giant Vereinigte Muellbeseitigung B: UK Post Office C: Advertising agency Havas Miller Scholz

Diageo

A: Italian media and telecoms conglomerate Bertolli B: Property group Jones Laing Wotton C: Drinks and food giant Grand Metropolitan Guinness

jmc

A: Holiday operator Thomas Cook B: US truck maker Freightliner C: Australia's Jullaru Mining Company

Atomic Tangerine

A: Power generator British Nuclear Fuels B: Internet security firm Stanford Research Labs C: Biotechnology firm Applied Medicine

Aventis

A: Merged pharmaceutical giant Hoechst and Rhone-Poulenc B: US budget airline SouthWest C: French publishing company Lagardere ACIE

Accenture

A: Voice recognition software maker Lernout & Hauspie B: Consulting firm Andersen Consulting C: French media group Montfleur

Carillion

A: Musical instrument maker Boosey & Hawkes B: UK road builder Tarmac C: Jam and marmelade makers Robertson

Lucent

A: German lighting firm Staff B: US telecoms firm Bell Labs C: Russian aircraft manufacturer Mikoyan

Six Continents

A: European travel giant TUI/Preussag B: Hotel and leisure group Bass C: Cartography group Ordnance Survey

Thus

A: Computer maker Applied Computing Devices B: Telecoms and internet provider Scottish Telecom C: Public relations firm Flanders & Halberstam