How to change a brand's name successfully
Brands change their name for several different reasons, including repositioning, merger, acquisition, globalization of brands or to counter bad publicity or a negative image. The change can be major — a completely different name, such as Marathon to Snickers; minor — a slight modification to the original name, such as US Air to US Airways; or simply involve the addition of the parent brand name — Chicken Tonight to Knorr Chicken Tonight.
BRAND HEALTH MEASURES
While tracking measures usually suffer a significant decline with a brand name change, most measures show a steady...