Identity Crisis

Kaikati, Jack G.; Kaikati, Andrew M.
January 2004
Marketing Management;Jan/Feb2004, Vol. 13 Issue 1, p45
The article explores the brand rechristening boom in the U.S. and around the world. The major motivations of rechristening can be classified into proactive or reactive motivations. While many multinationals are stampeding to consolidate their multiple regional brands under one global brand, some companies, especially those in the local grocery business insist that aligning the brand globally could be counterproductive. Before embracing global branding, first be sure to determine the degree of brand loyalty in each country. By launching an internal renaming initiative, top management ensures its employees' participation in the name selection process. For example, Morgan Stanley added a blue directional triangle over the first n in its name. To put exquisite icing on the rechristening cake, it is beneficial to select an appropriate color for the new moniker. Colors can be used for brand identification such as the yellow of Hertz or the red of Avis. Accenture Inc. relied on promotional techniques normally used in the fast-moving consumer field rather than the business-to-business area. In essence, do not allow a failing renaming campaign to linger much longer than necessary. INSETS: Main proactive motivations for rechristening;Major reactive motivations for rechristening.


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