Selecting a New Name for Security Capital Pacific Trust
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Publication Date:
January 14, 2000
Industry:
Financial Services
Industry:
Real Estate
Source:
Harvard Business School
A methodology for selecting a new corporate brand name is explored, highlighting different types of names, criteria and hurdles in securing new names, and legal implications. Brand identity consultancy Lippincott & Margulies guided a real estate investment trust company through the process of selecting a new corporate brand name.
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Selecting a New Name for Security Capital Pacific Trust
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