Question

Topic: Branding

Brand Extensions

Posted by Anonymous on 2/4/2004 at 6:03 PM ET 250 Points
We are a medium size construction company based in Australia and China, which has traded continuously since 1910. Our reputation in the industry is excellent, however a recent string of bad projects has tarnished our otherwise solid reputation.

We are starting a new maintenance division of our company, and am concerned that using our principal company name may hinder our progress forward.

Should we continue to use our company name, or call the business something new? Bearing in mind that our industry is all about word of mouth. We do not advertise on any medium, and still turn over $150M worth of construction projects each year.
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RESPONSES

  • Posted on 2/4/2004 at 6:07 PM Member
    It is important to understand what you mean by 'recent string of bad projects'. Can you elucidate. What have been the consequences of these? Bad publicity, legal action with clients.... What were the causes? Poor business practise, poor contingency planning, poor client selection?

    The answer to these questions may well determine your answer
  • Posted by Blaine Wilkerson on 2/4/2004 at 11:08 PM Member
    As I advised another member with a similar question:

    I like https://www.brandchannel.com . Click on "directory" to get a nice list of resourses.

    Another quantitative search tool is:

    https://www.searchengineformarketers.com.

    It has links to almost every aspect of marketing you can imagine.

    Good Luck!
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