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What’s in a name?

When a company decides it's time for rebranding, what exactly are they looking for in a new name that the old one didn't offer?

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Students

6th-Australian Institute of Management WA20,000
7th-Murdoch University17,883
8th↓South Regional TAFE10,835
9th-Central Regional TAFE10,000
10th-Training Course Experts10,000
51 tertiary education & training providers ranked by total number of students in WA