Should GM Go Through A Corporate Name Change?

By Jennifer McClelland

There have been more than a few companies that have replaced their names after coming under attack and falling into insolvency. Some of the corporations that have done that include ValuJet or at the moment known as AirTran, Altria or as you may have one time known it, Philip Morris, and Xe, that was once known as Blackwater. Even electronics manufacturer LG has changed its name from Lucky Goldstar to just LG and said that it stood for Lifes Good and now its doing just fine with its sales of consumer electronics and appliances.

These businesses have done well with the name modification; it is as if they are detaching what they once were and becoming a new company with a gleaming, pure image.

Marketing professionals across the country agree that the rebranding of GM could be a good thing. If the goal is to try and put this company on a huge diet and just turn it into a smaller car manufacturing company, Im not positive thered be that much damage in rebranding, said Jean-Pierre Dube, a University of Chicago marketing lecturer. The name isnt in good form, he stated, so they have not much to misplace.

The General Motors make has already grown to be a stained brand, with a reputation of constructing shabby quality cars and now with a gigantic insolvency filing under its belt, not to bring up what everyone thinks about the corporation taking all that national cash to keep from having to file for the vast bailoutwhich they filed in any case.

Of course, right now many GM officials are sticking to what they know and not wanting to re-brand the business. CEO Fritz Henderson claimed that re-branding wasnt awfully high on his list of things to do in the business. Which is possibly a good thing to do considering all the troubles he inherited, but couldnt rebranding be given to the marketing section? After all, GM even now has one of those and it really doesnt have the money to be throwing into high-cost television spots presently.

Bits and pieces of GM have already begun to be rebranded; GMAC financial services has changed its name to Ally Bank and General Motors Asset Managemnet is now known as Promark Global Advisors.

But, with a company that is as well identified as GM might it work?

I dont think anything wrong with trying to perhaps advertise the company differently than before, but an whole new brand could be difficult to pull off for the corporation. I think that the best execution of rebranding could come from if it were to rebrand some of its subsidiaries such as Chevy or Cadillac. - 23229

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