The Corporate Image Facelift

Article Abstract:

Record numbers of companies have been changing their names and images. Companies who specialize in changing company images work not only on changing a company's name and logotype, but on helping a company determine who they are, how they are perceived by their customers, and where they will be in the future. Examples of the steps companies had to take to change their names are given. Sometimes it is best not to change a company's name. Names have to be chosen carefully because if the wrong name is chosen it could mean permanent anonymity. Companies deciding to change their corporate identity should consult professionals.

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Trade Shows and the Strategic Mainstream

Article Abstract:

Gould Inc. established itself as a high technology electronics company when it sold its automotive battery operations. Now Gould must change its corporate and market image. One marketing approach to achieve this end is trade shows. The electronics industry places great importance upon trade exhibitions. Gould began an exhibit standardization program to enhance its trade show presence. A communications program is important within Gould, considering the numerous divisions and employees. The result is the presentation of a coordinated image.

Electronics industry

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Starch Show Research Stymied

Article Abstract:

A research service by Starch/INRA/Hooper has been shelved after two unsuccessful years. Trade Show Research Service failed to stimulate interest on the part of the exhibition industry. Show managers appeared to be either indifferent or afraid of the problems this syndicated service might reveal. Starch/INRA/Hooper is a well know marketing and media research firm. It has not permanently abandoned trade research. If interest is shown in the future, they would consider another such project.

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