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July 2, 2009

Can Brink's Company Name Change Maintain Its Brand Name Equity with Broadview Security?

Brink's has spun off its home security unit from its very well-known armored truck division and renamed it "Broadview."

This is a massive $120 million effort supported by a barrage of commercials featuring shady thugs breaking into suburban houses and being scared away by Broadview alarm systems. Their new tagline is "the next generation of Brink's Home Security," while their stock ticker will remain CFL, which stands for "Customers for Life."

Apparently, holding on to the Brink's name had licensing and taxation implications that were fearsome enough to warrant this name change.

A Broadview representative told AdWeek that the name was chosen because it "was meant to evoke 'broadband,' among other things" and that this is indicative of where the technology is heading.

Bob Allen, the company's president and CEO, also comments that "the new name is meant to reflect the wide range of services the company offers to both businesses and homes... [and] the name, and logo, are meant to convey the "active protection" provided by Brink's."

However, the company name change has received mixed reactions. For one, the word "home" is missing from the name, notes Security Systems News.

Whether your agree with the new company name or not, one must admit that this was quite an ambitious name change. It will be interesting to see if Broadview Security will be able to maintain the level of brand equity that Brink's Home Security built over the years.

Technorati Tags: Broadview, Broadview Security, Brinks Home Security, Brinks Name Change, Company Name Change, Renaming

Posted by William Lozito at July 2, 2009 9:20 AM
Posted to Brand Naming | Branding | Company Naming | Naming

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Let's just get this over with.  Broadview Security?Not bad.  But not good either, is it?I truly respect the leadership team over at Brink's.  They really had their act together when they went through the selection process looking for a b... [Read More]

Tracked on July 7, 2009 4:22 PM