The perennial question: when two entities merge, which brand survives?

• Position: Brand to use for the future - Brief article

When Wells Fargo Funds acquired Strong Financial in 2004, Wells Fargo faced the problem of figuring out which brand to use for the future: Both company brands were well known and respected.

The assignment for creating the new brand was handed to Fusion Hill, Minneapolis, a marketing and brand strategy company. The company studied both brands, including the facilitation of discussion groups involving thousands of consumers in numerous mutual fund categories. The company also conducted research in four key cities to understand consumer's main factors in selecting mutual funds, attributes sought after by consumers, and current perceptions and existing equity of both brands. In addition to consumer research, the company also interviewed more than 50 financial advisers and top consultants, including key advisers and consultants affiliated with both Wells Fargo and Strong.

After testing name concepts for the new brand, the company came up with the new brand: Wells Fargo Advantage Funds. The title was intended to convey the...