A method for the selection of a new corporate brand name will be explored, highlighting various names, criteria and hurdles in securing new name and legal implications. Brand Identity consultancy Lippincott & Margulies conducted a real estate investment trust company through the process of selecting a new corporate brand.

A method for the selection of a new corporate brand name will be explored, highlighting various names, criteria and hurdles in securing new name and legal implications. Brand Identity consultancy Lippincott & Margulies conducted a real estate investment trust company through the process of selecting a new corporate brand.
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from
Susan Fournier,
Andrea Wojnicki
Source: Harvard Business School
13 pages.
Publication Date: Jan 14, 2000. Prod #: 500054-PDF-ENG
Selection of a new name for Security Capital Pacific Trust HBR case solution