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Case
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Reference no. 9-501-007
Subject category: Marketing
Published by: Harvard Business Publishing
Published in: 2000
Length: 10 pages
Data source: Field research

Abstract

Presents results of a consumer survey used to guide selection of a new corporate brand name. Four alternative names are tested for the ability to communicate desired company attributes to consumers. The pros and cons of developing brand names at corporate versus subunit levels are also considered. Strategic recommendations for the company''s brand architecture and its unifying corporate values provide background for the naming decision at hand.; To illustrate one of many ways companies can choose a new brand name. Specifically considers the use of consumer research to gauge performance against name communications criteria. Also details the process whereby unifying corporate values are translated into a tactical name decision.

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Abstract

Presents results of a consumer survey used to guide selection of a new corporate brand name. Four alternative names are tested for the ability to communicate desired company attributes to consumers. The pros and cons of developing brand names at corporate versus subunit levels are also considered. Strategic recommendations for the company''s brand architecture and its unifying corporate values provide background for the naming decision at hand.; To illustrate one of many ways companies can choose a new brand name. Specifically considers the use of consumer research to gauge performance against name communications criteria. Also details the process whereby unifying corporate values are translated into a tactical name decision.

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