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Case
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Reference no. 9-500-054
Subject category: Marketing
Authors: Susan Fournier (Harvard Business School); Andrea Wojnicki (Harvard Business School)
Published by: Harvard Business Publishing
Published in: 2000
Length: 13 pages
Data source: Field research
Topics: Brand equity; Brand management; Brands; Communication strategy; Corporate branding; Real estate; Real estate investment
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Abstract

Reveals a methodology for selecting a new corporate brand name. Different types of names, criteria and hurdles in securing new names, and legal implications are all highlighted in this story of how brand identity consultancy Lippincott & Margulies guided a real estate investment trust company through this process.; To illustrate one of many ways that companies can choose a new brand name. It is recommended that the instructor share several naming methodologies with students.
Teaching note
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Reference no. 5-502-029
Subject category: Marketing
Authors: Susan Fournier (Harvard Business School); Laura Winig (Harvard Business School); Andrea Wojnicki (Harvard Business School); Eric A Yorkston (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2001
Version: 7 March 2002
Length: 29 pages
Data source: Field research
View full details
Teaching note
-
Reference no. 5-502-064
Subject category: Marketing
Authors: Susan Fournier (Harvard Business School); Laura Winig (Harvard Business School); Andrea Wojnicki (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2002
Version: 1 May 2002
Revision date: 10-May-2021
Length: 29 pages
Data source: Field research
View full details
Case
-
Reference no. 9-500-053
Subject category: Marketing
Authors: Susan Fournier (Harvard Business School); Sarah Thorp (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2000
Version: 31 October 2001
Revision date: 15-May-2019
Length: 30 pages
Data source: Field research
Topics: Brands; Brand management; Service management; Marketing management; Branding; Decision making; Real estate investments
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details

About

Abstract

Reveals a methodology for selecting a new corporate brand name. Different types of names, criteria and hurdles in securing new names, and legal implications are all highlighted in this story of how brand identity consultancy Lippincott & Margulies guided a real estate investment trust company through this process.; To illustrate one of many ways that companies can choose a new brand name. It is recommended that the instructor share several naming methodologies with students.

Related

Teaching note
-
Reference no. 5-502-029
Subject category: Marketing
Authors: Susan Fournier (Harvard Business School); Laura Winig (Harvard Business School); Andrea Wojnicki (Harvard Business School); Eric A Yorkston (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2001
Version: 7 March 2002
Length: 29 pages
Data source: Field research
View full details
Teaching note
-
Reference no. 5-502-064
Subject category: Marketing
Authors: Susan Fournier (Harvard Business School); Laura Winig (Harvard Business School); Andrea Wojnicki (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2002
Version: 1 May 2002
Revision date: 10-May-2021
Length: 29 pages
Data source: Field research
View full details
Case
-
Reference no. 9-500-053
Subject category: Marketing
Authors: Susan Fournier (Harvard Business School); Sarah Thorp (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2000
Version: 31 October 2001
Revision date: 15-May-2019
Length: 30 pages
Data source: Field research
Topics: Brands; Brand management; Service management; Marketing management; Branding; Decision making; Real estate investments
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details