(Aug. 27, 5:03 p.m.) After spending a year conducting market research, America’s Second Harvest has changed its name to Feeding America.

The name change at the Chicago-based food bank begins in September, according to a corporate donor’s letter from Vicki Escarra, president and chief executive officer.

The name change comes with new brand positioning called Feeding Hope. Escarra said in the letter that the brand positioning will “undoubtedly compel Americans to become more passionate about the fight against hunger.”

The company conducted its first consumer study, according to the letter, to allow it to better understand and focus on specific target markets. It also tested name ideas with different markets, and Feeding America scored higher than other candidates, including the company’s previous name.

The name also was chosen because it fit with the Feeding Hope positioning.

The company began working on the new positioning in September 2007, and ended its preliminary research in April. It spent April through July rolling out the campaign internally.

A soft launch of the new name and brand is scheduled for September, which is also Hunger Action Month. A full launch of the brand should take place in November, according to Escarra’s letter.

America’s Second Harvest changing name in fall
America’s Second Harvest is changing its name to Feeding America in line with a new brand positioning move called Feeding Hope. The organization says the new name scored higher than all other name ideas tested with consumers in different markets.