APR
30
Name Hurts Main Unit of A.I.G.
New York Times, April 30, 2009 — Less than two months after changing its name, the biggest and best-known unit of American International Group is preparing to change its name again, in the latest sign of damage to one of the world’s most famous brands.
Category: Brand
From Paul Schrimpf on May 1, 2009
Rebranding AIG to AIU is the biggest brand blunder of the year, and likely the decade. If you're going to change your name in a time of crisis, make it count. Air Tran did a great job of this following the Value Jet crash in 1996. Since Value Jet was rebranded Air Tran, it's share price has performed very well (baring the recent market crash).