Should GM Go Through A Corporate Name Change?

By Jennifer McClelland

There have been a number of businesses that have replaced their names subsequent to coming under fire and going down into bankruptcy. Some of the companies that have done that consist of ValuJet or currently known as AirTran, Altria or as you may have one time known it, Philip Morris, and Xe, which was one time known as Blackwater. Even electronics manufacturer LG has altered its name from Lucky Goldstar to simply LG and said that it stood for Lifes Good and now its performing superbly with its sales of consumer electronics and appliances.

These companies have done well with the name alteration; it is as if they are cracking what they once were and becoming a another company with a shiny, squeaky clean image.

Promotion professionals across the country agree that the rebranding of GM could be a good thing. If the goal is to attempt and put this company on a immense diet and just turn it into a less significant car manufacturing undertaking, Im not certain thered be that much injury in rebranding, said Jean-Pierre Dube, a University of Chicago marketing lecturer. The brand isnt in good shape, he stated, so they have not much to lose.

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.

Certainly, at present many GM officials are sticking to their guns and not wanting to re-brand the corporation. CEO Fritz Henderson said that re-branding wasnt very high on his list of things to do in the business. Which is possibly a good thing to do taking into account all the troubles he inherited, but couldnt rebranding be handed off to the marketing section? After all, GM in spite of everything has one of those and it really doesnt have the money to be throwing into high-cost television spots for now.

Bits and parts of GM have by now started to be rebranded; GMAC monetary services has replaced its name to Ally Bank and General Motors Asset Managemnet is currently known as Promark Global Advisors.

But, with a company that is as well known as GM could it work?

I dont see something wrong with trying to perhaps promote the company differently than before, but an whole new brand could be tricky to pull off for the company. I feel that the best execution of rebranding could come from if it were to rebrand a number of its subsidiaries such as Chevy or Cadillac. - 23221

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