Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

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Create Lucent Technologies was the result of "trivestiture" AT & T in 1995. In this division, the three companies were formed: AT & T, $ 50 billion telecommunications company; NCR, a computer company, and an unnamed U.S. $ 20 billion, "Systems and Technologies" company that designs, builds, and markets a broad range of public and private networks, communications systems and software, consumer and business telephone systems and microelectronics components. Given that AT & T was one of the largest, oldest and best-known companies in the world, the management of the new "S & T" company was faced with a number of strategic issues that had to be resolved quickly. Presents the process used by the company and its corporate identity consultants to determine corporate values that were important in the market to create a name for the company to develop a logo and corporate identity systems, and to implement strategies. Also provides an opportunity to follow the process used by the company at the time of changing his identity and market positioning. Such a change could occur as a result of merger, acquisition, new alliance, or, as in this case, the spin-offs. Comparing this process to what should normally be in the formation of a truly new "start" of the enterprise; analysis of the impact of business, financial and regulatory pressure on the process and the study of the role of consultants and research in the development of the name and visual identity of the company. Compare with the current publicized examples of identity changes may contribute to significant debate in the classroom. "Hide
by Stephen A. Greyser, Peter Phillips Source: Design Management Institute 15 pages. Publication Date: January 1, 1999. Prod. #: DMI001-PDF-ENG