I recently started looking to replace the default "SharePoint" text on the top of the SharePoint 2013 Suite Bar. What I expected would be a masterpage change actually turned out to be much more simple; enter the big hammer (PowerShell). If you dig through the changes to the SharePoint 2013 Object Model, you'll find an SPWebApplication property called SuiteBarBrandingElementHtml, that does just what it implies... stores the HTML that gets put in the Suite Bar.
We can use some simple PowerShell to grab the SPWebApplication object, set that value to be whatever we want, and update the object; No masterpage or branding/UX changes required.
$webApp = Get-SPWebApplication http://path/to/webapp $webApp.SuiteBarBrandingElementHtml = "Company Name" $webApp.Update()
Coincidentally, after I figured this out and searched to see if it had been blogged before, I found this post. Shout out to Mat for documenting it first... that'll teach me to search first.