Publications
Publications
- September 2000
- HBS Case Collection
Renaming Computer Power Group
Abstract
Presents results of a consumer survey used to guide selection of a new corporate brand name. Four alternative names are tested for their ability to communicate desired company attributes to consumers. The pros and cons of developing brand names at corporate versus subunit levels are also considered. Strategic recommendations for the company's brand architecture and its unifying corporate values provide background for the naming decision at hand.
Keywords
Citation
Fournier, Susan M., and Andrea Carol Wojnicki. "Renaming Computer Power Group." Harvard Business School Case 501-007, September 2000.