What’s in a Name Change: Benefit or Obstacle to Growth?

Idaho State University Federal Credit Union (ISU FCU) was founded in 1952 to serve ISU employees. By 2020, ISU FCU had grown into a mid-sized credit union operating seven branches in four cities in eastern Idaho. However, members of ISU FCU’s executive team had begun to question whether having “Idaho State University” in the name could hinder the future growth prospects of the credit union in an increasingly crowded and competitive market. This is a decision case in which students are asked to consider both the advantages and disadvantages of changing a credit union’s name in recommending whether or not ISU FCU should proceed with changing its name.