What top fortune 500 companies are looking to build a stronger
identity or brand or new brand in the US? Perhaps, three companies,
preferrably ones that are trying to reach middle to upper income
consumers.

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Request for Question Clarification by answerguru-ga on 19 Dec 2004 19:20 PST

Hello there,

Just out of curiosity, what kind of verification do you require that
the three companies you are looking for are actually looking to build
a stronger identity or brand, or a new brand in the US? Must the
company have released some sort of public information to this effect,
or are you interested in the opinions of "insiders"?

answerguru-ga

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Request for Question Clarification by pafalafa-ga on 19 Dec 2004 19:37 PST

I suppose one could make the case that almost all the major companies
are involved in continual rebranding efforts as part of their strategy
to stay on top of the market.

I found mention of GM-related effort aiimed at its upper-tier customers:

"...Cadillac introduced a widely popular rebranding effort in 2002,
centered on updating its venerable image through commercials that
featured the Led Zeppelin song ''Rock and Roll.''


Is this the sort of thing you're looking for?  And if so, what level
of detail are you after?

pafalafa-ga

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Clarification of Question by mariamvh-ga on 19 Dec 2004 20:54 PST

Hi, it could be the opinion of insiders or an article in a respected
magazine. A public press release by the company is not required.

---

Clarification of Question by mariamvh-ga on 19 Dec 2004 20:57 PST

pafalafa-ga 

Enough detail to have a basic understand of their need/desire to
partipcate in  a national media event. At least enough info to start
more research on the company to put together a proposal.

<Fortune 500 companies and their brand awareness.

Hewlett Packard 
Since 2002, Hewlett Packard has spent $600 million on brand
advertising. In the next 12 months they will spend a further $300
million. Their goal is to be in the top 10 brands in the next two
years.
(Source: Hewlett-Packard asks what?s in a name $860m. Paul McIntyre.
Marketing Editor. June 17, 2004.)
http://www.smh.com.au/articles/2004/06/16/1087244976763.html?from=storylhs&oneclick=true

HP is spending $300 million to increase its brand status. (Source:
Hewlett Packard aims for iconic status. Chris Partridge, computing. 8
January 2004. Computer Reseller News.)
http://www.crn.vnunet.com/analysis/1151894

Hewlett Packard aims to spend 50% of its advertising budget on
building the brand. The company is budgeting $400 million for a
consumer-focused branding campaign called ?you and HP?. Its first area
of attack is digital photography. Other ??+ HP? campaigns will follow.
(Source: Burning in HP?s Brand. Quentin Hardy. 07/25/03.)
http://www.forbes.com/2003/07/24/cz_qh_0725hpbrand.html

-----------------------------------------------------
Reebok
In 2004 Reebok will continue to invest in brand building initiatives.
During the fourth quarter of 2003, brand advertising expenditure was
increased by 28%. (Source: Reebok Reports Improved Fourth Quarter and
Year End Results. Press release. 01/28/2004. Reebok Investor
Relations.)
http://www.reebok.com/useng/ir/press/2004/IMPROVED+FOURTH+QUARTER.htm

-----------------------------------------------------
Verizon
Verizon is embarking on an integrated branding and product awareness
advertising campaign. (Source: It?s a Family Affair as Verizon
Launches New Brand-Advertising Campaign. PR Newswire. March 22, 2004.)

http://static.highbeam.com/p/prnewswire/march222004/itsafamilyaffairasverizonlaunchesnewbrandadvertisi/index.html

-------------------------------------------------------
Sears/Kmart.
The merger of Kmart and Sears raises a number of branding issues as
discussed in this article. (Will Kmart walk away a winner with Sears
deal? Bruce Horovitz. USA TODAY.)
http://www.usatoday.com/money/industries/retail/2004-11-17-kmart-sears-cover_x.htm

Sears are planning more Sears brand stores. There are currently four
Sears Grand stores in the county with another 10 planned by the end of
next year.
 (Kmart agrees to buy Sears for $11 billion. Kimberly S. Johnson.
November 18, 2004. DenverPost.com.)
http://www.denverpost.com/Stories/0,1413,36~23827~2541941,00.html

According to this article, Kmart Chairman Edward S. Lampert aims to
nurture the middle-market Sears brand and downplay, if not eventually
phase out the Kmart brand.
http://www.detnews.com/2004/business/0411/18/A01-8832.htm


--------------------------------------------------------
Comerica
This company is targeting Silicon Valley entrepreneurs. They want to
increase their presence and mind share among the venture community.
(Source: Comerica tech division head wants a stronger brand identity
in valley. Sarah Lacy. April 11, 2003. Silicon Valley/San Jose
Business Journal.)
http://www.bizjournals.com/sanjose/stories/2003/04/14/story5.html

------------------------------------------------------
I also came across the following companies that are interested in
increasing brand awareness.

Mazda
Mazda wants to build stronger brand recognition in the U.S.
(Talk for the Top: Mazda aims to build stronger brand in U.S., CEO
Hisakazu Imaki says. AutoWeek. 12/21/04.)
http://www.autoweek.com/news.cms?newsId=101458

Barton Insurance Brokers Ltd/HUB International Limited.
The company has recently changed its name as a result of a
corporate-wide branding effort to build stronger brand awareness
throughout North America.
(Barton Insurance Brokers Ltd. Announces Name Change to HUB
International Barton Limited. December 20, 2004.)
http://biz.yahoo.com/bw/041220/200510_1.html

UBS.
Financial firm UBS which targets high-net-worth individuals (with 500K
or more) is currently trying to raise brand awareness. In every market
outside of Switzerland they struggle for recognition.
(Source: UBS: brand building in a global market. Jestyn Thirkell-White.)
http://64.233.183.104/search?q=cache:RRbPiodNK9IJ:www.prophet.com/knowledge/articles/downloads/UBS_case_study_Admap.pdf+brand+ubs&hl=en

Hyatt 
Hyatt Hotels Corporation has launched a $20 million advertising
campaign which will run throughout 2004 and 2005. The company is
seeking to differentiate Hyatt brand from its competitors. (Source:
Hyatt guests create their own story. October 25, 2004. Marketing.com).
http://www.hotelmarketing.com/index.php/content/article/hyatt_guests_create_their_own_story/>


<Search strategy:>

<"brand advertising"  million 2004>
<://www.google.com/search?sourceid=navclient&ie=UTF-8&rls=GGLD,GGLD:2004-31,GGLD:en&q=%22brand+advertising%22++million+2004>

<"brand advertising" "hewlett packard" million 2004>
<://www.google.com/search?hl=en&lr=&q=%22brand+advertising%22+%22hewlett+packard%22+million+2004>

<"stronger brand" ceo "fortune 500">
<://www.google.com/search?hl=en&lr=&q=%22stronger+brand%22+ceo+%22fortune+500%22>

<"build a stronger brand" verizon>
<://www.google.com/search?hl=en&lr=&q=%22build+a+stronger+brand%22+verizon>


<Hope this helps.>