A case study of name and identity change from Allegheny Airlines to USAir
Frantzen, H. Wayne
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This thesis is a case study examining the circumstances leading up to and the carrying out of the corporate name and identity change of USAir Airlines in 1979. Research for the thesis was done primarily by using two methods. First, telephone interviews were carried out with the Public Relations Director of USAir Airlines as well as with the Account Representative for the advertising agency assigned the USAir account. Second, research and study of two printed sources of material was conducted. These two sources were: the Name and Identity Change Scrap Book put together by the Public Relations Department of USAir, and, brochures used by the professional name and image change agency hired by the Airline to help conduct the change program. In summary, it was concluded that: 1. Conducting a name and image change should be carried out only after an extensive research program has determined that a name and image change is warranted and beneficial.2. The method used to carry out the name and identity change should be carefully chosen to gain the maximum effect on the corporation's publics. 3. The employees of the corporation play a major role in the success of the name and identity change and should be included in all phases of such a change.