Primary File

Patches Enterprises Considers a Name Change

Timothy P. Brotherton, Donna A. Smith
January 1, 2017
Strategy & General Management
3 pages
brand equity, brand loyalty, brand identity, customer reactions, strategy
Student Price: 
$4.00 (€3.39)
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This critical incident concerns the owner of a small used car company with two dealership locations in Michigan that was considering a name change in order to attract more customers. The controversy revolves around whether switching from a long-term, but less than ideal name, “Patches Enterprises,” to a new, but more appropriate name would be worth the time, cost, and effort to implement the name change. There was a potential for confusion because the firm uses a corporate name (Patches Enterprises, Ltd.), two dealership location names (Patches, and Warner Auto Sales II), and a website name (, all of which were different. Would a common brand name be beneficial? In addition, the firm needs to assess the potential benefits of the name change and consider the reactions of their current customers and suppliers.