Brand mergers: examining consumers' responses to name and logo design

• Type: Article in International Scientific Journal
• Date: 2012

Authors

Joana César Machado (Author) Other; Leonor Vacas¿de¿Carvalho (Author) Other; Patrício Costa (Author) FPCEUP; Paulo Lencastre (Author) Other

Journal

Title: Journal of Product and Brand Management

Vol. 21 No. 6

Pages: 418-427

ISSN: 1061-0421

Publisher: Emerald

Indexing

ISI Web of Knowledge

Scopus - 24 Citations

Other information

Authenticus ID: P-008-637

DOI: 10.1108/10610421211264900

Abstract (EN): 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 study develops a typology of the alternative corporate identity structures that may be assumed in the context of a brand merger by drawing on a literature review and secondary data, as well as an exploratory study analyzing consumers' preferences regarding alternative branding strategies. Findings: The results suggest that there is a clear preference for figurative logos. Furthermore, there is evidence that logos may be as important as the company name in a merger situation, in terms of assuring consumers that there remains a connection to the brand's past. The data show that the logo chosen by consumers reflects their aesthetic responses, whereas the selected name reflects their evaluation of the brand's offers or its 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 the results is enhanced. The results should guide managers in their evaluation and choices regarding post-merger branding strategies. © Emerald Group Publishing Limited.

Language: English

Type (Professor's evaluation): Scientific

Notes: <a href="http://www.scopus.com/record/display.url?eid=2-s2.0-84866130298&origin=resultslist">Acesso à Scopus</a>

No. of pages: 10