User blog comment:Brandon Rhea/How we're testing the fandom.com domain migration/@comment-141.109.120.90-20181008203126/@comment-20644-20181009014635

Brand recognition was a huge aspect of it. Obviously anyone editing here knew what Wikia was, but getting the average fan or business partners to understand what Wikia meant without a lengthy explanation or comparisons to other sites ("You know Wikia? It's like Wikipedia, but...") was a challenge. So we chose FANDOM as one that best represents what the site is all about and is understandable to everyone.