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给公司改名学问大:苹果黑莓天堂地狱

Caroline Fairchild 2013年12月11日

埃森哲、谷歌都是改名获得成功的例子,如今炙手可热的苹果也坐享改名红利多年,但RIM把自己改成黑莓后仍毫无起色。其中的差别在哪里?

菲利普莫里斯公司更名为奥驰亚集团(2003年)

    香烟制造商菲利普莫里斯公司(Philip Morris)更名为奥驰亚集团(Altria)是希望消费者了解该公司“不仅仅是一家烟草公司”,2001年时这家公司的高级主管这样对《纽约时报》解释。【当时,菲利普莫里斯公司还拥有卡夫食品(Kraft Foods)和米勒酿酒公司(Miller Brewing Company)。】但是,批评意见认为,更名实际上是公关策略,目的是让公司与它久负盛名的有害产品拉开一段距离。

    “菲利普莫里斯已经成了癌症标签的同义词,” Wedge Partners分析师布莱恩•布莱尔指出。“公司换产品了吗?没有。更名不过是为了消除以前品牌的坏印象。”

Philip Morris to Altria (2003)

    Cigarette maker Philip Morris Companies changed its name to Altria Group Inc. to ensure that consumers knew that they were "more than a tobacco company," a senior company executive told The New York Times in 2001. (At the time, the holding company was also the owner of Kraft Foods and the Miller Brewing Company.) However, critics felt the name change was a public relations move to distance the company from the hazardous product for which it became known.

    "The name Philip Morris became synonymous with cancer sticks," Wedge Partners' Brian Blair said. "Did it change the product? No. It just helped erase some of the bad feelings associated with the prior brand."

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