And so does the Tri-Cities Regional World Trade Center.
The alliance will now be known as The Regional Alliance for Economic Development, Northeast Tennessee and Southwest Virginia.
The WTC will now be known as the Mountain South World Trade Center.
Andy Burke, chief executive officer of the economic development alliance, said the organization, for legal purposes, is still the Tri-Cities Economic Development Alliance. But the group plans to operate under the new identity to help in its marketing efforts.
Burke said the group's general counsel will file a notice with the secretary of state's office in the next few days, allowing it to use the new name - The Regional Alliance for Economic Development, Northeast Tennessee and Southwest Virginia.
Burke said the new identity will be used on the alliance's Web site and in its marketing materials.
"It's for marketing and positioning and trying to develop an identity for this area," Burke said. "We wanted something that would separate us from the other Tri-Cities in the country, and there are several."
The alliance's mission is to plan, develop and implement an aggressive and focused global marketing strategy, leverage regional recruiting efforts, support local economic development organizations, facilitate the creation of high-quality jobs, attract new capital investment, improve per-capita income, and promote, identify and position the region to successfully compete in the global marketplace.
The World Trade Center operates under the umbrella of the economic development alliance. The new Mountain South World Trade Center name better reflects the region covered by the WTC license. The local World Trade Center includes a 75-mile radius from Tri-Cities Regional Airport and takes in Northeast Tennessee, Southwest Virginia, Western North Carolina, and parts of Kentucky and West Virginia.
The alliance recently launched a new Web site, which showcases the new identities. The site can be accessed at www.alliancetnva.com.