Question

Topic: Branding

Company Name Change - Need Input

Posted by jrice941 on 5/2/2016 at 11:29 AM ET 250 Points
Hello, I'm with a small, local retail company that is currently going through a change of products. Our Current name is Rice's Appliance & TV. For the past 6 years in business we have sold major appliances, TV's and bbq grills.We are now eliminating TV's, adding outdoor power equipment, and putting a much bigger focus on BBQ grills.

We are struggling with a way to present our brand because being called Rice's Appliance, BBQ Grill, & Outdoor Power would not be ideal.

My original thought was Rice's Appliance & Outdoor, with outdoor covering bbq grills and power equipment. Other stakeholders feel that people would think we sell outdoor patios with that name. What are your thoughts? Is that too vague where it would confuse people?

Any input would be appreciated!
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RESPONSES

  • Posted by mgoodman on 5/2/2016 at 11:45 AM Accepted
    I don't see a particular problem with "Rice's Appliance & Outdoor." You can add a tagline that specifically references lawn equipment and BBQ grills if that will resolve the concerns of the naysayers. The real problem, of course, is that you are trying to put 3 different businesses, with 3 different benefits, into a single name. That all but guarantees that the name will be sub-optimal for all of them.

    Another approach: "Rice's Kitchen & Backyard Center" or "Rice's Appliance & Backyard Center"

    You probably want to keep the word "appliance" since there's some equity and consumer awareness of that in the name.
  • Posted by cookmarketing@gmail. on 5/2/2016 at 10:19 PM Accepted
    Mr.Goodman has it...only input here is a transition time line. Use media with old company name
    Soon to be NEW COMPANY NAME tag...how many hits it will take for the eyeballs to understand will be up to your market...media also is established and walk in customers
  • Posted by Peter (henna gaijin) on 5/3/2016 at 11:39 AM Accepted
    Rice's Indoor & Outdoor Appliances

  • Posted by fiona on 5/13/2016 at 8:39 PM Accepted
    Just use "Rice's." Then you can stock whatever you want, promote your products via an online website or catalog.
  • Posted by Shelley Ryan on 7/8/2016 at 5:51 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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