APR 419 Lecture Notes - Lecture 3: Virgin Atlantic, Whole Foods Market, Airtran Airways

• School: University of Alabama
• Department: Advertising and Public Relations
• Course: APR 419
• Professor: Daria

Document Summary

Name changing: when the organization outgrows its name, the process to change is difficult and can be confusing to stakeholders and, if not done well, can damage trust in the brand: ex. Federal express fedex: people were already shortening it and the link between the two names was obvious. Psychological connotation- the two words seem at odds with each other. Federal (slow, red-tape, not time effective), against a word that means fast. Also, in the new logo, the arrow in the logo points to the right, which means forward: ex. Plan b makes you think of going to them second. Naming from core/beliefs/values and mission statements: core values are compass points that steer your brand in the right direction, whole foods: shows what you can expect from them as compared to the others. Logo is old-school-ish font, market sounds fresh, less chemicals, green, indicative of growth/sustainability.