What’s in a name? It’s something that Shakespeare’s Juliet pondered. But what’s in the name of a city? And what are the economic and social costs for a city which opts to change it’s name? Lots have done so down the years – New Amsterdam became New York City and Istanbul became Contantinople. Last year, the residents of Asbestos in Canada choose a new name for their city. And back in February, the South African city of Port Elizabeth became Gqeberha. Matthew Davies speaks to Christian Martin an activist who pushed for that name change, as well as local mayor, Nqaba Bhanga, who strongly resisted it. Business owner, David Stopforth, tells Business Daily that he’s been left counting the cost of the name change to his small print firm. Meanwhile, Andy Marchant from Tom Tom says changing place names is not an altogether easy process for the satellite navigation companies. And Tirthankar Roy, professor of economic history at the London School of Economics, ponders whether part of the essence of a city’s past is lost when it changes its name.