I, , with student number, understand the consequences of plagiarism and collusion
and I hereby declare that the work submitted in this portfolio for MNM3710 (Brand
Management) is my own.
1. Seven Reasons to Change Brand Name .......................................................... 6
1.1. Brand Name Associations Damage the Value of the Brand .................... 6
1.2. Brand has a Weak Image / damaged by Negative Publicity .................... 6
1.3. Current Brand Name Has Limited Possibilities for Use in Brand
Extensions ............................................................................................................. 6
1.4. Added-Value Differences between Brands of the Same Company ......... 7
1.5. Use of Brand Name in Several Languages/ Different Geographical
Markets .................................................................................................................. 7
1.6. Mergers, Acquisitions and Partnerships................................................... 7
1.7. Brand Name may be Legally Problematic ................................................. 8
2. Six Brand Orientation Elements ....................................................................... 8
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