Free Motion for Summary Judgment - District Court of Arizona - Arizona

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REQUEST FOR PROPOSAL: p
. RE—BRANDlNG OF
_ HANCOCK COMMUNITIES, PERMABILT HOMES, CITATION HOMES
FOR MERITAGE CORPORATION {
AEOUT MERITAGE CORPORATIONY ‘ .
Meritage Corporation is currently ranked the 14m largest homebuilder in the United ·
States. The name Meritage is a coined term hom merit and heritage, and is synonymous
with the blending of fine ingredients to produce a. superior result. Meritage has become
· · one of America’s leading builders by applying these traits to its homebuilding operations
in high—g;rowth states ofthe South and West. With more than 28,000 homes to its credit,
the Company today offers an extensive array of housing options ranging from hrst—time,
_ move—up to‘semi—custorn luxury homes. Meritage has appeared three times on the ·
Fortune magazine list of the Fastest Growing Companies in_America, has been ranked by
Forbes as #4 of its 200 Best Small Companies in America, and included on the . ‘ `
Bloomberg Personal Finance magazine list of 100 Hot Stocks. Meritage operates in the
Phoenix and Tucson, Arizona markets under the Monterey Homes, Hancock _
Communities and Meritage Homes brand names; in the Dallas/Ft. Worth, Austin,
_ Houston and San Antonio, Texas markets as Legacy Homes, Hammonds Homes and .
Monterey Homes; in the East San Francisco Bay and Sacramento, California markets as
`Meritage Homes, in the Los Angeles! Inland Empire areas as Citation Homes of Southern
‘ California and the Las Vegas, Nevada market as Perma—Bilt Homes.
ABOUT THIS PROJECT: _
_ Meritage Corporation wishes to re—brand` several of its companies with the name Meritage
Homes. All companies have been acquired by Meritage Corporation in tlie last three _
‘ years, and have varying degrees of equity in their current names. Currently there is one
division of Meritage Corporation operating under the name Meritage Homes of Northern
_ California. A corporate logo exists, but is not considered to be sacred. i
Our business philosophy encourages decentralization and entrepreneurship at the local __
level. Accordingly, we have management teams in place for each of these "brands." We ·
do endorse the efficiencies/economies of scale, and feel that the packaging ofthe I
i . A Meritage Homes brandishould be consistent throughout those divisions that operate as
Meritage Homes. W erwill, however, maintain appropriate flexibility at the local level
· · with regard to specific marketing programs. I
Hancock Communities is a large production builder located in the greater Phoenix,
Arizona market. The company is long established, with the founding family (Hancock)
having been in the construction business in Phoenix in some way shape or form for about
‘ fiiiy years. The Hancock family members are no longer associated with the Company.
Hancock was acquired by Meritage in summer of 200] , and has been including the tag
line "A Meritage Company" in its materials since that time. Hancock promotes its name
primarily through Intemet, outdoor and newspaper advertising, with some radio in the
mix. Hancock currently has about 15 actively —selling cormnunities located throughout
” MERDO] 658 V
. CONFIDENTIAL
Case 2:04—cv—00384—ROS Document 413-8 Filed 12/18/2006 Page 2 of 3 ·

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— . C O R P O R AT I O N
l\/IJEMO ' .
- TO: Jane Hays "
FROM; Steve Hilton ‘ I l ·
RE: Request for Re—Branding Proposal
DATE: January 12, 2004 A `
As we discussed on Friday, I think you did a great job in putting the re—branding memo together.
As I mentioned I think the following needs to he included:
1. Include Northern California; although they are operating under Meritage Homes, we want `
all the colors, fonts, type styles and looks to be the same for Meritage Homes throughout
the entire company. · »
2. Meritage’s corporate identity needs to be tied in. I know you mentioned this in the _
memo, but we want to emphasize that the corporate logo needs to be tied in to the ,
` Meritage Homes logo. If a new logo is needed, which I believe it might, and/or new
, colors — they should be included in this proposal. _
V 3. How will we tie in the remaining brands — either through colors, type style or look to
Meritage Homes and Meritage Corporation. I
You asked me for names of some other companies that we may want to get proposals from. I
would like you to include the following two companies: ‘
Mr. Beau Lane
E.B. Lane & Associates, Inc.
733 West McDowell
Phoenix, AZ 85007 A
602-25 8-5263
L Y MER00i66i
A . CONFIDENTIAL
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