Renaming Computer Power Group Harvard Case Solution & Analysis

The results of the consumer survey used to guide the selection of a new corporate brand. Four alternative names are tested for their ability to communicate the desired attributes of consumers. Pros and cons of developing brands at the corporate level, compared with a subunit are also considered. Strategic recommendations for the company's brand architecture and its unifying corporate values ​​provide the backdrop for the naming decision on his hands. "Hide
by Susan Fournier, Andrea Wojnicki Source: Harvard Business School 10 pages. Publication Date: September 13, 2000. Prod. #: 501007-PDF-ENG

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