The ultimate impact of a decision such as the one made by Chilean salmon farmer Multiexport to change the company name to Multi X can be hard to gauge: retail experts told IntraFish re-branding can come with a range of pitfalls and possibilities.

The new brand name, launched last week, is aimed at turning a well-regarded company in Chile into a major player on international salmon markets in an ever-changing business environment, Multi X said upon its relaunch.

Multi X, founded 34 years ago, said it will target the new brand name at Chilean domestic consumers, as well as all important-export markets for products under different formats.