Should GM Go Through A Corporate Name Change?

By Jennifer McClelland

There have been quite a lot of corporations that have replaced their names subsequent to coming under attack and falling into bankruptcy. Some of the companies that have done that include ValuJet or now known as AirTran, Altria or as you may have once known it, Philip Morris, and Xe, which was once known as Blackwater. Even electronics maker LG has changed its name from Lucky Goldstar to just LG and claimed that it stood for Lifes Good and now its performing superbly with its sales of consumer electronics and appliances.

These corporations have done well with the name modification; it is as if they are cracking what they once were and becoming a another company with a polished, pure representation.

Promotion professionals nationally are in agreement that the rebranding of GM could be a good thing. If the objective is to attempt and put this company on a immense diet and just turn it into a less significant car manufacturing venture, Im not confident thered be that much harm in rebranding, said Jean-Pierre Dube, a University of Chicago marketing lecturer. The brand isnt in good form, he said, so they have little to lose.

The General Motors make has already become a flawed brand, with a reputation of building poor quality cars and now with a massive bankruptcy filing under its belt, not to bring up what everyone thinks about the corporation taking all that federal money to keep from having to file for the huge bailoutwhich they filed anyway.

Of course, at the moment many GM officials are sticking to what they know and not wanting to rebrand the corporation. CEO Fritz Henderson said that rebranding wasnt really high on his list of things to do in the company. Which is perhaps 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 right now.

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.

However, with a business that is as well recognized as GM might it work?

I dont think something wrong with trying to perhaps market the company in a different way than before, but an whole new brand could be tricky to pull off for the corporation. I feel that the best implementation of rebranding could come from if it were to rebrand a number of its brands such as Chevy or Cadillac. - 23200

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