Do You Suppose That GM Should Think About Changing Its Name To Something Else?

By Jennifer McClelland

There have been several companies that have changed their names subsequent to coming under attack and falling into economic failure. Some of the companies that have done that consist of ValuJet or now known as AirTran, Altria or as you may have some time ago known it, Philip Morris, and Xe, which was once known as Blackwater. Even electronics maker LG has altered its name from Lucky Goldstar to just LG and said 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.

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 become a stained brand, with a reputation of constructing poor quality cars and now with a massive insolvency filing under its belt, not to mention what everyone thinks about the company taking all that national cash to keep from having to file for the gigantic bailoutwhich they filed anyway.

Of course, at the moment many GM officials are sticking to what they know and not wanting to rebrand the business. CEO Fritz Henderson said that rebranding wasnt incredibly high on his list of things to do in the company. Which is possibly a good thing to do taking into account all the troubles he inherited, but couldnt rebranding be given to the marketing section? After all, GM still has one of those and it really doesnt have the money to be throwing into high-cost tv 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.

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

I dont see anything wrong with trying to perhaps promote the company in a different way than previously, but an entire new brand could be difficult to pull off for the business. I think that the best execution of rebranding could come from if it were to rebrand a number of its subsidiaries such as Chevy or Cadillac. - 23212

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