How much is spent annually by new organizations when selecting their
organization's name?

Notes to hopefully clarify/simplify: 
1) This can include $'s associated with re-naming decisions,
subsidiaries, joint ventures, M&A's, or truly 'new' organizations
2) Any composite value is fine (e.g., $'s spent on consultancies with
this specialization, or a similar measure)
3) Any chosen year between 2000-2004 is fine, as long as the year is identifiable
4) The measure can include either a US or World-wide total, as long as
the unit is identifiable

Andersen Consulting holds the record for the largest B2B rebranding
effort in global corporate history - when they rebranded to Accenture,
spending $175m on marketing the new brand.

http://www.itweek.co.uk/news/bf/1114926