or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
Date: newest first
Date: oldest first
What's in a name change? The conversion of Peoples Drug to CVS
Mark Kolligian, Journal of Advertising Research, Vol. 38, No. 6, November/December 1998
In 1990 CVS acquired Peoples Drug, a chain of 400+ drug stores in the Washington, DC area. But three years later, after an extensive renovation program and promotional campaign sales were still lacklustre.
In 1990 CVS acquired Peoples Drug, a chain of 400+ drug stores in the Washington, DC area. But three years later, after an extensive renovation program and promotional campaign sales were still lacklustre. Thus consideration was given to changing Peoples name to CVS. However, this was seen as a very risky proposition, primarily because Peoples Drug was a 90-year-old 'institution' in the DC area - quite literally a household name. So, before moving forward, a study was conducted to help understand how consumers would react to a name change from Peoples to CVS and, more importantly, how the name change could be positioned positively and communicated effectively. The study was essentially designed as a brand imagery study comparing Peoples' profile to local competition, and to CVS in a core New England market. The study entailed 500 in-depth interviews in Washington and Boston.
YOU ARE IN THE WARC INDEX:
Pharmacies and health
Clothing and fashion
DIY and home improvement
Furniture and furnishings
Leisure and entertainment
Loyalty and reward cards
Motor and auto accessories
Online shopping, ecommerce
Restaurants and takeaways
Shopping centres, malls
Supermarkets and grocery stores
Laws and ethics
Health and well-being
Pharmaceutical and healthcare
DTC prescription products
Non-prescription, OTC products
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc