Research Currents: What’s in a Name Change? The Conversion of Peoples Drug to CVS
本研究通过一家大型药品零售商将Peoples Drug更名为CVS的案例，展示了如何基于品牌形象调研做出关键战略决策，对零售业和品牌管理者有参考价值。
A common misperception today is that retailers do not value attitudinal research. Among successful retailers nothing could be further from the truth. The current case study is of a major drug retailer basing the most significant strategic decision in its history on primary market research. CVS/pharmacy purchased a 400+ store chain, Peoples Drug. After renovating all sites and launching a promotional campaign, sales failed to grow at expected levels. A name change to CVS could have jeopardized what few gains had been made. A brand imagery study provided the necessary insight that helped make the name change a successful turning point.