Marine Harvest's renaming to Mowi is largely the result of negative connotations consumers associate with the Marine Harvest name, said Alf-Helge Aarskog, Mowi CEO.

In blind tests Marine Harvest conducted with consumers, the company’s salmon was well accepted, but when these respondents heard the name behind the product their impressions turned negative.

This response, seen throughout years of consumer research, motivated the company to make a most difficult decision during its rebranding: change the name of the brand -- and the company.