In the next few days/weeks the East Coast Mainline-currently run under the Virgin Trains name will be changed[don't know whether it'll be same company running it or a different one]and it will then become LNER-hardly an original name but there you go.Of course whether the service will improve or not is an entirely different kettle of fish.
The truly great days of the LNER after 1923 when it was formed, until the 1930's, were short and destined to dramatically decline alongside the fortunes of the coal, steel, and ship building industries throughout the North East of England with a major world depression and the steady loss of supremacy of the British Engineering empire. Even WW2 war did not revive their fortunes as the railway was run ragged, with little to no compensation. In the run up to Nationalisation on 1st January 1948 what had been the vital, key profit maker, freight traffic did not recover and left the railway company well in the red.
It is easy to forget in the days of constant media attention on the passenger carrying results of our railways in the 21st century, that the LNER, amongst others, had some famous named passenger trains in the 1930's, but for that operation it was the freight business that was vital for it's survival. It was built for the transport of coal, steel and other industrial raw materials, and when that business went into terminal decline the passenger business could not rescue the overall business. Passengers complain about the price of their tickets, but today the railways existence relies very heavily on these receipts for their profitability, and only a massive return to moving freight by rail can reverse this trend.
Expect nothing different from the new LNER; the basis of the business is still the same as it was last week!