SBC ( SBC) will change its name to AT&T ( T) after its acquisition of the New Jersey telco closes later this year. "The AT&T name has a proud and storied heritage, as well as unparalleled recognition around the globe among both businesses and consumers," said CEO Edward E. Whitacre Jr. "No name is better-suited than AT&T to represent the new company's passion to deliver innovation, reliability, quality, integrity and unsurpassed customer care. This is the brand that will lead the industry in delivering the next generation of communications and entertainment services." At close, the new company will unveil a fresh, new logo. After completion of the merger, the transition to the new brand will be heavily promoted with the largest multimedia advertising and marketing campaign in either company's history, as well as through other promotional initiatives. The company will also announce, at close, the stock market ticker symbol it intends to use. "The AT&T brand reflects what customers are looking for in a provider," Whitacre said. "They want the latest technology and services, but they also want reliability, quality and trustworthiness. Only the AT&T brand offers this ideal combination of traits."