This study aimed to analyze stock price reactions to corporate name changes and the factors influencing them, based on the premise that a corporate name serves as a company's representative brand. For this purpose, 122 cases were selected from non-financial listed companies that changed their corporate names from 1990 to September 1997, and each company's stock price reaction was examined through daily abnormal returns measured by the industry-adjusted constant mean return model. To summarize the analysis results: first, corporate name changes were found to be positively reflected in stock prices, with the name change information being intensively incorporated from four days before to four days after the change (−4 to +4). Second, differential stock price reactions were observed depending on the motivation for the name change. Specifically, name changes motivated by mergers and acquisitions, changes or additions in business purpose, and corporate identity programs were positively reflected in stock prices, whereas changes to product names or cases where the motivation was unclear showed negative stock price reactions. Third, stock price reactions differed according to the linguistic type of the new corporate name. Companies using a mixed Korean-English name recorded the highest abnormal returns, while those using Korean recorded the lowest abnormal returns. Finally, corporate name changes were differentially reflected in stock prices depending on the characteristics of the industry in which the firm operates and the firm's size. These analysis results can be presented as evidence regarding the relevance between corporate names and firm value, and can also be utilized as data for corporate brand strategy or investment decision-making.