Select the Right Medicine Branding is often misused to solve operational problems – asking it to do more than it can Poor service offering cannot be overcome with excellent branding – irrespective of the budget If existing mediocre name, though flawed may still provide familiarity, comfort & credibility for customers – then don't change the brand name –E.g: Delta Airlines is an average name, but has huge customer base, goodwill & reputation –Allegheny Airlines changed its name to USAirways New name is a risky & Expensive medicine –Through Research & clear strategic intent is needed to change brand name
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