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Advisor(s)
Abstract(s)
Purpose- The purpose of this study is to investigate reactions to the various name and logo redeployment
alternatives available in the context of a merger.
Design/methodology/approach - This study develops a typology of the alternative visual identity structures that
may be assumed in the context of a brand merger by drawing on literature review and secondary data, as well as
an exploratory study (n = 467) analysing consumers’ preferences regarding the alternative brand identity
strategies.
Findings – Results suggest that there is a clear preference for figurative brand logos. Furthermore, we found
evidence that the brand logo may play a role as important as the name in a merger, ensuring consumers that there
will be a connection with the brand’s past. Another interesting finding was 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.
Originality/value – The paper uses an innovative research design which gives respondents freedom to choose
their preferred solution, hence the richness of results is much greater. These results should guide managers in the
evaluation and choice of the post-merger branding strategy.
Description
Keywords
Brand Brand identity Logos Mergers and acquisitions
Citation
MACHADO, J.C.; LENCASTRE, Paulo de; CARVALHO, Leonor Vacas de – In Brand mergers: an analysis of consumer identity preferences. In 7th Thought Leaders International Conference in Brand Management, Lugano, Switzerland, 10-12-March, 2011. – In [Proceedings of The] 7th Thought Leaders International Conference in Brand Management. Lugano: Università de la Svizzera Italiana, 2011. ISBN 978-88-6101-009-3. 16 p.