Harcourt General announced last week that as of March 31, it had changed the name of its publishing and educational services subsidiary to Harcourt Inc. The unit, which had once been called Harcourt Brace Jovanovich, had been known as Harcourt Brace &Co. since 1993.
The company said the name change is part of a comprehensive rebranding campaign designed to strengthen its position as a lifelong learning company. In addition to changing the name of the company, Harcourt has created a number of sub-brands. The elhi and supplementary units, for example, will be known as Harcourt Classroom.
As part of its rebranding efforts, which is being overseen by Rubin Pfeffer, Harcourt has developed a customer-focused Internet site that will offer access to a wide range of its products and services. The new site, www.harcourt.com, is already offering a limited number of Harcourt products for sale, and is expected to have many more items available by the fall.
