The results of the consumer survey used to guide the selection of a new corporate brand. Four alternative names are tested for their ability to communicate the desired attributes of consumers. Pros and cons of developing brands at the corporate level, compared with a subunit are also considered. Strategic recommendations for the company's brand architecture and its unifying corporate values provide the backdrop for the naming decision on his hands. "Hide
by Susan Fournier, Andrea Wojnicki Source: Harvard Business School 10 pages. Publication Date: September 13, 2000. Prod. #: 501007-PDF-ENG
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