Limited Time Offer: Save 25% on PRO with code JULYPRO »
Become a Member
Guides and Reports
Show All »
Metrics & ROI
Search Engine Marketing
More Marketing Topics »
Corporate Training Solutions
See All »
Schedule of Events
Virtual Conference Series
Speak for Us
Products and Services
Post a Question
Quick Start Guide
Find and Post Jobs
Real-World Education for Modern Marketers
Join Over 600,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
Brand's Name Change
Posted by Anonymous on
12/7/2005 at 9:34 AM ET
I would like to get some informatio/case studies about brands that their name hah been changed while this move assist them to become a success.
12/8/2005 at 6:46 PM
Since companies undergo name changes for lots of reasons (e.g, mergers/divestiture, change of ownership, moving beyond original business competencies, consolidating multiple brands, expanding geographically, attempting to shed a negative image, etc.) it may be hard to attribute a name change alone to follow-on success. That said, there may be instances where using a clearer or more evocative name may help reach new customers/audiences, and therefore play a roll in improved business performance.
Here's a laundry list of changes that you might want to investigate further:
An error in the list at above URL (there may be others):
BearingPoint was KPMG (PwC Consulting announced a name change to "Monday"--but it was sold to IBM before that happened.)
Here are articles on name changes where the name alone had an impact:
In the area of purely cosmetic change, mutual funds that added certain words to their product names saw a bump in business.
The phenom of adding ".dot com" to a name had a positive influence pre-bust, and hurt post-bust:
[inactive link removed]
Hope this helps.
[Moderator: Inactive link removed from post. 2/17/2011]
BACK TO TOP
Post a Comment
Five Lessons for All Marketers From the Departure of Coke's CMO
by Sam Melnick
The Indispensable Social Media Cheat Sheet [Infographic]
by Laura Forer
Seven Content Types That Will Increase Leads and Conversions
by Andrew Gazdecki
The Business Case for Behavior-Changing Content: Five Rules of ...
by Tara-Nicholle Nelson
119 Facts About Email Marketing [Infographic]
by Laura Forer
See more marketing articles »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with