Publications
Publications
- January 2000
- HBS Case Collection
Selecting a New Name for Security Capital Pacific Trust
Abstract
A methodology for selecting a new corporate brand name is explored, highlighting different types of names, criteria and hurdles in securing new names, and legal implications. Brand identity consultancy Lippincott & Margulies guided a real estate investment trust company through the process of selecting a new corporate brand name.
Keywords
Citation
Fournier, Susan M., and Andrea Carol Wojnicki. "Selecting a New Name for Security Capital Pacific Trust." Harvard Business School Case 500-054, January 2000.