Reveals the interesting and unusual story behind selection of Ford “Edsel” as a new brand for its ill-fated 1957 launch of a new product. Remarkably, as perhaps the most comprehensive, creative and politically charged naming stories on record. Although both approaches unconventional generation (ie, correspondence with a popular poet of the time) to call and more traditional research tools (eg, exploring Consumer top-of-mind brand associations and oppositions, advertising agency br … Read more »

Reveals the interesting and unusual story behind selection of Ford “Edsel” as a new brand for its ill-fated 1957 launch of a new product. Remarkably, as perhaps the most comprehensive, creative and politically charged naming stories on record. Although both approaches unconventional generation (ie, correspondence with a popular poet of the time) to call and more traditional research tools (eg, exploring Consumer top-of-mind brand associations and oppositions, advertising agency brainstorming) input for the naming decision is this set aside all of the company Chairman of the Board, makes use of a unilateral decision “Edsel” in the last hour. This name goes against choice for both consumer research, the problems with the name suggests, and the faith of the Edsel sons that their father does not want his name used so, revealing the aesthetic quality feel of naming decision.
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from
Susan Fournier,
Andrea Wojnicki
Source: Harvard Business School
8 pages.
Release date: 01 November, 2001. Prod #: 502034-PDF-ENG
Naming the Edsel (Condensed) HBR case solution