The methodology of choosing a new corporate brand studied, highlighting the different types of names, criteria and barriers to new names, and legal consequences. Corporate identity consultancy Lippincott and Margulies guided real estate investment trust company in the process of selecting a new corporate brand. "Hide
by Susan Fournier, Andrea Wojnicki Source: Harvard Business School 13 pages. Publication Date: January 14, 2000. Prod. #: 500054-PDF-ENG
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