Brand Mergers Examining Consumers Responses Essays

9443 Words Oct 13th, 2013 38 Pages
Brand mergers: examining consumers’ responses to name and logo design
´ Joana Cesar Machado
Catholic University of Portugal, Porto, Portugal

Leonor Vacas-de-Carvalho
´ ´ Evora University, Evora, Portugal

´ Patrıcio Costa
School of Health Sciences, Minho University, Braga, Portugal, and

Paulo Lencastre
Catholic University of Portugal, Porto, Portugal
Abstract Purpose – In the context of a merger, the management of corporate identity – in particular of corporate names and logos – assumes a critical role. This paper aims to explore how name and logo design characteristics, and specifically figurativeness, influence consumer preferences in the context of a brand merger, in the banking sector. Design/methodology/approach – This
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1. Introduction
Name and logo are key components of brand identity, since they are the most pervasive elements in corporate and brand communications, and provide instant recognition of the brand (Schechter, 1993; Henderson and Cote, 1998). The reasons why a corporate brand name or logo might change are numerous, but a merger between two or more companies is a major one (Muzellec and Lambkin, 2006; Stuart and Muzzelec, 2004). Moreover, the tendency for companies to merge has increased considerably over recent last years, across virtually all industries, and this trend is expected to continue rising (Ettenson and Knowles, 2006). The formulation of a post-merger branding strategy is one of the more important organisational and marketing tasks that
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arises from mergers (Balmer and Dinnie, 1999; Brooks et al. 2005; Melewar, 2001). Understandably, there has been increasing interest in the role of corporate brands and corporate communications in merger activities, both in the general business press and in academic fields (e.g. Bahadir et al., 2008; Balmer and Dinnie, 1999; Jaju et al., 2006; Melewar and Harold, 2000). Yet, relatively little academic attention has been paid to the different name and logo options available to a new corporate entity, and to the authors’ knowledge no empirical research has yet addressed

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