Question

Topic: Taglines/Names

New Name Or Leverage Existing Brand?

Posted by Anonymous on 6/12/2010 at 4:09 PM ET 25 Points
my professional services company is setting up a new startup "division" to provide a different type of service in a slightly different vertical market. I think that we should use existing name(brand)-service line as an obvious strategy to reflect company strength. Others want to name it after an animal that is popular with hunters in PA (where the new division will start), but which has no communication of service line. Since we are going to call it "a division of...." anyway, why not use the master brand and incorporate new service in the name... i.e. Company-XX Services. How do I argue this?
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  • Posted on 6/12/2010 at 8:12 PM Accepted
    Do you want to argue it even if we convince you that a new name is better?

    Said another way, are you married to your point of view and just want help selling it? Or are you asking how to determine whether a new name would be more appropriate than using the current name?

    Either way, we'd have to understand the current positioning promise and the positioning of the new product, the differences/similarities of the target audiences, and the competitive environment(s) -- who is the competition, and how are they positioned?
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