As a result, a large $ 20 billion market capitalization "merger of equals", two major consumer services companies need to determine a new name for the new object. Neither CUC, or HFS is well known among consumers. CUC services (such as shopping, travel, insurance, credit cards, etc.) and HFS brands (eg, Avis, Century 21, Ramada Hotel) is well known. Among the key questions of "public" to which the new name is important, whether the name should link to one or both of the merging firms, and whether the new name is to offer activities of the company are working (mostly consumer services). "Hide
by Stephen A. Greyser, Robert J. Crawford Source: Harvard Business School 12 pages. Publication Date: December 4, 1997. Prod. #: 598028-PDF-ENG
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