Problem
After 25 years of ownership, the Bannerman family is selling their Toronto area automotive dealership, Bannerman Toyota to the Prime Auto Group. As part of the sale, the Bannerman family insists that the family name remain on the dealership. John Bannerman is running for federal political office and wants the profile provided by the dealership. Prime Auto Group wants to change the name to one of their own choosing. If you were Bannerman, what type of negotiation would you expect? How would you present your case for the Bannerman family?