Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference
by Karen Post
Chapter 3
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2. Reiches Baird, “Restructuring: Why Should a Company Change Its Name?” ReichesBaird.com, accessed May 26, 2011, http://www.riechesbaird.com/resources/res_at.aspx.
3. Bruce Horovitz, “What’s in a Name? Company Survival,” USA Today.com, September 29, 1997, http://pqasb.pqarchiver.com/USAToday/access/16378300.html?dids=16378300:16378300&FMT=ABS&FMTS=ABS:FT&type=current&date=Sep+29%2C+1997&author=Bruce+Horovitz&pub=USA+TODAY&desc=What%27s+in+a+name%3F+Company+survival&pqatl=google.
4. Associated Press, “ValuJet to Buy AirTran, Drop Its Name,” Augusta Chronicle, July 24, 2011, http://chronicle.augusta.com/stories/1997/07/11/biz_211199.shtml.
5. http://www.sbnonline.com/2007/09/intensive-care-how-kim-cripe-built-an-executive-team-to-turn-around-children-x2019-s-hospital-of-orange-county/ ...