The seller is offering the B2C/consumer part of their business for sale, and keeping the B2B part of it. They want to keep the brand name, suggesting the buyer should create a new one. The problem is the consumer part of the business for sale has a lot of great customer reviews published on google that will be lost as a result. My intuition is that the brand is more important fo the B2C business and want to negotiate that I keep it and they take a new one. What do you think? How hard should I push on this, assuming everything else works well in the deal? Any experiences where you got hurt by changing the consumer brand name after the acquisition?