Samenvatting

‘The name attached to a brand can become a burden to the brand’s development, e.g. when wanting to access new activities, international markets, or simply when wanting to rejuvenate a brand’. (Kapferer, J., 2008, p. 417). Changing a company’s name, is not to be taken lightly, and could cause some serious damage to the image. Therefore the Sexual Transmitted Infections Clinic (STI-clinic) once decided not to pursue a change of name. However, times have changed, and the company as well. Expansions and innovations have caused the STI-clinic to consider a new name, which will cover all developments of the past few years, and the years to come. This dissertation provides strategies for implementing a new name without harming the current image of the STI-clinic. The STI-clinic has become well known and has built recognition, trust and awareness amongst their target audiences, which is paramount for the services they offer. Pursuing a change of name could erase it all, if the new name does not meet the same expectations for the consumers, as the STI-clinic provides. The research is built upon the following aspects: - Branding and brand architecture: Refers to the relationships amongst brands to determine the possible brand naming strategies. - Corporate image: Describes the model used for measuring the corporate image of the STI-clinic. - Brand image transfer: Is a theory explained to determine the viability of transferring associations from one brand, towards another. - Corporate communication: regards the communication activities from the company to the target audience. The image of the STI-clinic is measured using quantitative and qualitative methods. A survey including closed and open questions is conducted to determine the perceptions, associations, preferences and knowledge the consumers have regarding the STI-clinic and the prospective name ‘Kliniek Seksuele Gezondheid’. Qualitative interviews are conducted to provide extra insights about the STI-clinic and to substantiate the research. The STI-clinic in relation to the ‘Kliniek Seksuele Gezondheid’ has to provide the familiarity, trust and recognition and can do so by endorsing the ‘Kliniek Seksuele Gezondheid’ and either use a transactional implementation of the name or an immediate. However, it is recommended to maintain the fastest timeframe. The results show that the STI-clinic has indeed a high familiarity, and is overall perceived as very positive. The associations regarding the STI-clinic are in line with the associations regarding the name ‘Kliniek Seksuele Gezondheid’, which is a positive outcome and supports the image transfer to the new name. The execution of changing a name should involve all stakeholders and therefore corporate communication is required. Coordination of all departments and early notification including the reasons for changing the name to all stakeholders are of vital importance. The best way to communicate to the target audience is determined from the research and is via the ‘GGD’, the ‘website of the GGD’ and ‘Google’. Eventually is recommended that a different name than the ‘Kliniek Seksuele Gezondheid’ should be considered due to audience’s preferences. Additionally it is recommended to utilize the opportunity, the introduction of a new name provides. Meaning not only to focus on the implementation, but also focus on generating awareness to all of the services at the same time. Please find attached in the cover of the dissertation, a CD-ROM including all the appendices. Myriads of information in the appendices in tangible form did not seem practical, therefore the CD-ROM is included.