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Advisor(s)
Abstract(s)
It is critical to investigate reactions to the various name and logo redeployment alternatives
available in the context of a merger. Yet research on this topic is relatively limited. This study
contributes to the literature, by developing a typology of the visual identity structures that
may be assumed in the context of a merger, as well as an exploratory study (n = 467)
analysing consumers’ preferences regarding the alternative branding strategies. Results
suggest that there is a clear preference for figurative logos, and also that the logo may play a
role as important as the name, ensuring a connection to the brand’s past. Data also show that
the choice of the logo reflects consumers’ aesthetic responses, whereas the choice of the
name reflects consumers’ evaluation of the brand’s offer or off the brand’s presence in the
market. These results should guide managers in the evaluation and choice of the post-merger
branding strategy.
Description
Keywords
Branding Brand identity Logos Brand mergers Consumer preferences
Citation
MACHADO, J.C.; LENCASTRE, Paulo de; CARVALHO, Leonor Vacas de - Brand Mergers: Examining Consumer Responses to Name and Logo Design. In Global Brand Conference of The Academy of Marketing’s Brand, Identity and Reputation SIG, 7th, Scotland, United Kingdom,6-9 April 2011. In Proceedings of the Academy of Marketing Conference, ISBN 0-9549730-6-2 (2011) Oxford, 19p.