This study is to analyze the relation of the brand maintenance or change strategy type by thefirms with business performance in order to provide the empirical basis for the sustainablebrand strategy. To put it concretely, to analyze that has using same corporate name since itsincorporation contribute to obtain higher business performance than the firm's that are changedcorporate name. In order to test this hypothesis, I obtain sample and data from three sources. First, I obtain the sample firm from Korea Stock Exchange. The sample of the study consists of663 non financial firms which listed in the Korea Exchange at the 2013 year. Second, I obtainthe financial data from KIS-ValueII, such as industry, firm age, ownership structure, auditopinion, business performance, export ratio, and asset et al. from 2001 to 2010. Third, I obtainthe corporate name changes from DART of KSE and web site of an individualThe major results of the study can be summarized as follows: First, I find the firms thatusing same corporate name since its incorporation had higher rate of operating income on totalcapital, net sales growth rate, turnover ratio assets, and Tobin's Q used a substitute forbusiness performance than the corporate name changed firms. Second, the firms that usingsame corporate name since its incorporation had higher rate of operating income on totalcapital and ROA{(earnings before interest, taxes, depreciation, and amortization)/assets} thanthe corporate name changed firms. At this time, these financial indicators higher order thefirms that using same corporate name since its incorporation, the corporate name changed firmsago 2000 year, and the corporate name changed firms from 2001 to 2010 year. Then that thelonger period using same corporate name was, the higher business performance. Third, that themore number of corporate name changed was, the lower operating income to sales ratio, rate ofoperating income on total capital, and ROA. These empirical results have the following meanings: Maintaining and changing the brand has a relationship with financial performance. And theresuggests that the firm of poor financial performance is trying to change the its brand. Inaddition, there is information asymmetry phenomenon in the brand market. The results in this study are provided on the usefully empirical base for the availability of asustainable branding strategy. Corporate brand strategists as well as government official ofcommercial and industrial, and educator of MBA course I hope the finding of this study useful. Specially, these findings could be used as empirical resources in sustainable brand strategy.