Federated said last week it intends to convert to the Macy's brand several regional department store chains it is buying through its pending $11 billion takeover of May Department Stores Co. The conversions, which are expected to begin next year, will nearly double Macy's national presence from about 400 to 730 locations. But the Cincinnati-based retailer said it planned to allow the Marshall Field's retail banner to fly as is despite its massive expansion of its Macy's brand.

Retail consultants are split on whether the name will change--some argue it makes sense for Federated to retain the valuable, upscale "Field's" brand, while others argue it makes sense to consolidate and unify the names in Federated's bid to create a "mega-brand" in Macy's.

Resistance to a name change will prove to be fierce, just as it was several years ago when Target executives decided to change its "Dayton's" and "Hudson's" stores to "Marshall Field's," despite howls of protests from the locals. May bought the Minneapolis-based Marshall Field's chain from Target Stores a year ago.

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