Marshall Field’s Name Controversy
Marshall Field’s is a luxury department store that has been a staple of the Chicago retail scene for over 150 years. However, there has been an ongoing debate surrounding the correct name of the store. Some argue that it should be referred to as “Marshall Fields” without an apostrophe, while others maintain that the correct name is “Marshall Field’s” with an apostrophe.
This controversy has sparked discussions about the role of punctuation in branding, the perception of brand authenticity, and the impact of name changes on brand equity. In this article, we will delve into the history of Marshall Field’s, the evolution of its branding, and the legal battles that have ensued over the name. We will also explore the impact that name changes can have on consumer perception and the importance of brand consistency in maintaining a strong identity.
Marshall Field’s: A Brief History
Marshall Field’s was founded in 1852 by Marshall Field and Levi Leiter, and became one of the most influential retailers in the United States. The store was known for its exceptional customer service, high-quality merchandise, and elegant surroundings.
Over the years, Marshall Field’s became a cultural icon in Chicago, known for its annual holiday window displays, the iconic green shopping bags, and the legendary Frango Mints. However, in 2005, the store was acquired by Macy’s, and the Marshall Field’s name was eventually replaced with the Macy’s brand. This decision was met with backlash from loyal Marshall Field’s customers, who felt that the name change was a betrayal of the store’s legacy.
The Apostrophe Controversy
The debate over the apostrophe in “Marshall Field’s” has been ongoing for decades. Those who argue against the apostrophe maintain that it is unnecessary and incorrect, as the name refers to the store and not to Marshall Field himself. They point out that the store’s original logo did not include an apostrophe, and that the official name of the company is “Marshall Field’s, Inc.” without an apostrophe.
On the other hand, those who advocate for the apostrophe argue that it is a necessary part of the name, as it indicates ownership and ties the store to its founder. They assert that the apostrophe was present in early advertisements and that it was used consistently throughout the store’s history.
The Role of Punctuation in Branding
The debate over the apostrophe in “Marshall Field’s” highlights the importance of punctuation in branding. Punctuation can have a significant impact on how a brand is perceived and can affect the brand’s authenticity, credibility, and image.
In the case of Marshall Field’s, the apostrophe can signal a sense of tradition, heritage, and ownership, which are all important attributes for a luxury brand. On the other hand, the absence of the apostrophe can create a sense of modernity, simplicity, and accessibility, which may be more appealing to younger consumers.
Ultimately, the decision to include or exclude an apostrophe in a brand name is a strategic one that depends on the brand’s values, target audience, and positioning.
The Perception of Brand Authenticity
The controversy over the name of Marshall Field’s also highlights the importance of brand authenticity. Authenticity is a key driver of consumer trust, loyalty, and advocacy, and is particularly important for luxury brands that rely on the perception of exclusivity and heritage.
In the case of Marshall Field’s, the debate over the name has led to questions about the authenticity of the brand. Customers who have been loyal to the store for decades may feel that the name change was a betrayal of the store’s legacy, and may be less likely to shop at the store under the Macy’s name.
The evolution of Marshall Field’s branding also raises questions about the authenticity of the brand. The store’s iconic green shopping bags and Frango Mints are no longer associated with the brand, which may lead some customers to question whether the store is still the same Marshall Field’s that they have known and loved.
The Evolution of Marshall Field’s Branding
The branding of Marshall Field’s has undergone several changes over the years. The store’s original logo featured an image of a clock tower, which was later replaced with an image of a shopping bag. The iconic green shopping bags and the Frango Mints were also introduced as part of the store’s branding.
However, after the store was acquired by Macy’s, the Marshall Field’s brand was gradually phased out. The Marshall Field’s logo was replaced with the Macy’s logo, and the iconic green shopping bags and Frango Mints were discontinued.
This change in branding has had a significant impact on the perception of the Marshall Field’s brand. Customers who were loyal to the store under the Marshall Field’s name may feel that the brand has lost its authenticity and may be less likely to shop at the store under the Macy’s name.
The Legal Battle Over the Name
The controversy over the name of Marshall Field’s has also led to legal battles. In 2006, a group of Chicago residents filed a lawsuit against Macy’s, claiming that the store was misusing the Marshall Field’s name and that the new Macy’s store was not the same as the original Marshall Field’s store.
The lawsuit was eventually dismissed, but it highlights the legal implications of changing a brand name. A name change can have a significant impact on a brand’s legal identity, trademark protection, and intellectual property rights.
Consumer Perception of the Name
The controversy over the name of Marshall Field’s has also had an impact on consumer perception. Customers who were loyal to the store under the Marshall Field’s name may be less likely to shop at the store under the Macy’s name, as they may perceive the store as being less authentic or less prestigious.
On the other hand, younger consumers who are less familiar with the Marshall Field’s brand may be more attracted to the Macy’s name, as it is more modern and accessible.
The Impact of Name Changes on Brand Equity
The controversy over the name of Marshall Field’s highlights the impact that name changes can have on brand equity. Brand equity is the value that a brand adds to a product or service, and is based on factors such as brand awareness, brand loyalty, and brand perception.
A name change can have a significant impact on brand equity, as it can affect brand awareness, loyalty, and perception. In the case of Marshall Field’s, the name change to Macy’s has had a significant impact on brand equity, as customers who were loyal to the store under the Marshall Field’s name may be less likely to shop at the store under the Macy’s name.
The Value of Brand Consistency
The controversy over the name of Marshall Field’s highlights the importance of brand consistency. Brand consistency is the degree to which a brand’s elements are consistent across all touchpoints, including visual identity, messaging, and customer experience.
Consistency is important for maintaining a strong brand identity and for building trust and loyalty with customers. In the case of Marshall Field’s, the name change to Macy’s has had a significant impact on brand consistency, as the store’s visual identity, messaging, and customer experience have all changed.
Conclusion: The Importance of Brand Identity
The controversy over the name of Marshall Field’s highlights the importance of brand identity. A brand’s identity is the combination of visual, verbal, and experiential elements that define the brand and differentiate it from competitors.
Maintaining a strong brand identity is essential for building trust, loyalty, and advocacy with customers. In the case of Marshall Field’s, the name change to Macy’s has had a significant impact on brand identity, as the store’s branding, customer experience, and messaging have all changed.
Ultimately, the decision to change a brand name should be based on a strategic analysis of the brand’s values, target audience, and positioning, and should take into account the impact that the name change will have on brand equity, authenticity, and consistency.
References: Sources Cited in the Article
- "Marshall Field." Encyclopedia of Chicago. http://www.encyclopedia.chicagohistory.org/pages/801.html
- "Marshall Field’s." Macy’s. https://www.macys.com/marshallfields/
- "Marshall Field’s v. Macy’s: Who Owns the Legacy of Chicago’s Beloved Department Store?" Chicago Tribune. https://www.chicagotribune.com/business/ct-marshall-fields-macys-legal-battle-0716-biz-20170714-story.html
- "Marshall Field’s Name Change: Readers Speak Out." Chicago Tribune. https://www.chicagotribune.com/business/chi-050902marcysep02-story.html
- "The Apostrophe Catastrophe: Brands and Punctuation." B2B Marketing. https://www.b2bmarketing.net/en-gb/resources/blog/apostrophe-catastrophe-brands-and-punctuation
