The passage supports a named founder’s perception of prejudice and an Americanizing branding response. It should not be generalized to all Jewish or German entrepreneurs.
Bernheim Forest’s account of why Isaac Wolfe Bernheim chose I. W. Harper rather than the family surname for the new bourbon brand.
“Isaac used his initials but thought that the name Bernheim, which was both German and Jewish, would be a negative as a brand name.”
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Founding and brand naming
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