I will happily change your established company name to something like 'Banana' or 'Giraffe' for �75 million. Where can I apply to be a rebranding consultant?

James Warwick, UK

The name change - announced, appropriately enough, on Monday - is intended to forge a new identity for PwC Consulting ahead of a planned demerger from its parent firm later this summer.

But while news of the makeover has generated a near-record level of interest, your responses have been far from universally favourable.

About one third of the 500 or so readers who wrote in - including many former or current PwC employees - expressed incredulity at the $110m (�75m) cost of the rebranding exercise.

Global doubts

Many said the new name was confusing or inadvertently comical, and did not justify the fees charged by branding consultants Wolf Olins, which masterminded the changeover.

With all this publicity, do we really need to do any more advertising? Looks like the name's having the desired effect already.

Nigeria-based Monday employee

They expressed concerns that PwC's new tag would go the same way as disgraced corporate brands such as Consignia.

Some also felt the expenditure was indefensible at a time when PwC is widely expected to announce redundancies, to cut costs.

One reader questioned the wisdom of choosing the name of the first day of the working week, a time commonly associated with "work, hangovers, and four more days to go."

Many also pointed out that the meaning of the new name - intended to denote fresh thinking and new beginnings - is likely to be lost in non-English speaking countries, or those which do not work Monday to Friday.

A high proportion of your responses complained that the name is simply not distinctive enough, pointing out that a trawl of the internet for Monday using the Google search engine turns up more than 18 million responses.

We were also contacted by at least one website which said it had changed its domain name by arrangement with PwC.

Suggested alternatives included "Tomorrow," "Mundane," and "Friday Afternoon".

Publicity boost

But many of your comments were more positive.

I think it's brave, different and arresting. At the very least people are talking about it.

Matt, UK

Some readers pointed out that the company's new name compares well to established brands such as Orange, Virgin, or Nike.

One, based in India, described the new name as "bold, unconventional and memorable."

Many added that the unprecedented amount of media coverage that the name change has generated over the past two days has handed PwC an early victory.