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Article: IDENTITY CRISIS.(First Union Corp.)
- Article from:
- Business North Carolina
- Article date:
- August 1, 2001
- Author:
CopyrightCOPYRIGHT 2001 Business North Carolina. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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First Union's efforts to build its brand backfired. Will name dropping be the best way to change its image?
In 1996, First Union Corp., intent on being a player on the national financial scene, prepares for its final expansion binge of the decade. To find out what people in its East Coast markets think about First Union -- the name and what it means to them -- the Charlotte-based bank commissions a public-opinion survey.
The results are humbling: Nine out of 10 people don't think about First Union at all. The few who do have little to say -- good or bad -- about the brand. "Frankly, when people were questioned cold, they came up pretty empty-handed," ...