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Title: Brand Mergers: Examining Consumer Responses to Name and Logo Design
Authors: César Machado, Joana
Vacas de Carvalho, Leonor
Lencastre, Paulo de
Keywords: branding
brand identity
brand mergers
consumer preferences
Issue Date: Apr-2011
Publisher: Academy of Marketing
Citation: César-Machado, J., Lencastre, P., Vacas-Carvalho, L. 2011. Brand mergers: examining consumer responses to name and logo design. Proceedings of The 7th Global Brand Conference of The Academy of Marketing’s Brand, Identity and Reputation SIG, Oxford: Oxford University - Said Business School, 5-6 April 2011
Abstract: 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.
ISSN: 0-9549730-6-2
Type: article
Appears in Collections:GES - Artigos em Livros de Actas/Proceedings

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