As part of a large market capitalization $ 20000000000 “merger of equals”, two large consumer service company must decide a new name for the new company. Neither CUC HFS is well known among consumers. The CUC Services (eg shopping, travel, insurance, credit card, etc.) and the HFS marks (eg Avis, Century 21, Ramada Inns) are known. The main topics are the “public” to which the new name is important that the name should be linked to one or both merging firms, and whether … Read more »

As part of a large market capitalization $ 20000000000 “merger of equals”, two large consumer service company must decide a new name for the new company. Neither CUC HFS is well known among consumers. The CUC Services (eg shopping, travel, insurance, credit card, etc.) and the HFS marks (eg Avis, Century 21, Ramada Inns) are known. The main topics are the “public” to which the new name is important that the name should be linked to one or both merging firms, and that the new name should suggest the divisions the companies are active (especially consumer services) .

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from
Stephen A. Greyser,
Robert J. Crawford
Source: Harvard Business School
12 pages.
Release Date: 04 December, 1997. Prod #: 598028-PDF-ENG
CUC and HFS: Corporate Identity for a “merger of equals” HBR case solution

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