Vol. 55 No. 4 (2007)
Research Article

Naming the Goodyear Blimp: Corporate Iconography1

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  • Christine De Vinne
DOI: https://doi.org/10.1179/nam.2007.55.4.326

Published 2007-12-01

Copyright (c) 2007 Maney

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Abstract

Attentive to names as corporate markers, the Goodyear Tire & Rubber Company of Akron, Ohio, in 2006 offered consumers an unprecedented opportunity to name its newest airship. The company's “Name the Blimp” contest, which ran in two month-long segments, elicited over 21 ,000 entries, including the winning “Spirit of Innovation.” In the context of Goodyear history, I analyze the contest’ design and results, especially its strategies for maximizing both corporate and consumer satisfaction, as a demonstration of the power of names to market image and promote customer loyalty.

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References

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