We are thinking of rebranding and changing the name of our business. We have an existing domain that does well in SERPS but this will need to change to reflect the new biz name. Can anyome tell me what negatives this will have in terms of search engine results positions and how to you best manage the domain changeover. Am I right in thinking that if we set up a 301 redirect to the new domain all our previous backlinks will be linked to the new domain or will we need to start building new back links for the new domain. Will Google throw us back itno the sandbox?