Presents results of a consumer survey for selecting a new corporate brand name lead. Four alternative names are tested for their ability to communicate desired attributes consumer companies. The advantages and disadvantages of the development of brand names at the group level against subunit levels are also considered. Strategic recommendations for the brand values ​​of the company and its architecture unifying corporate values ​​provide background information for the naming decision at hand.

Presents results of a consumer survey for selecting a new corporate brand name lead. Four alternative names are tested for their ability to communicate desired attributes consumer companies. The advantages and disadvantages of the development of brand names at the group level against subunit levels are also considered. Strategic recommendations for the brand values ​​of the company and its architecture unifying corporate values ​​provide background information for the naming decision at hand.
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Susan Fournier,
Andrea Wojnicki
Source: Harvard Business School
10 pages.
Publication Date: Sep 13, 2000. Prod #: 501007-PDF-ENG
Rename Computer Power Group HBR case solution