M&As and Corporate Visual Identity: An Exploratory Study

Autor:	Philip J. Rosson, Mary R. Brooks
Rok vydání:	2004
Předmět:	Strategy and Management media_common.quotation_subject Best practice Stakeholder Exploratory research Corporate branding Mergers and acquisitions E communication Identity (object-oriented programming) Business Business and International Management Marketing Reputation media_common
Zdroj:	Corporate Reputation Review. 7:181-194
ISSN:	1479-1889 1363-3589
DOI:	10.1057/palgrave.crr.1540219
Popis:	The ‘identity’ of a company, including ‘visual’ elements, is one of its most valuable assets and thus should be carefully managed. One of the most testing times for a visual identity system is when a merger or acquisition occurs. An important question that arises is what corporate visual identity (CVI) should the post-merger entity adopt? Should one of the company CVIs continue and, if so, should it be that of the acquirer or target? Or should a hybrid or completely new CVI be developed for the new entity? Company CVI practice is examined in an exploratory study of 90 mergers and acquisitions that took place over a six-year period. In 80 per cent of the cases, the CVI of the acquiring company was employed post-merger. When the target's CVI was retained this was usually for a subsidiary or major brand of the new entity. Few instances of hybrid or new CVIs were found. Case examples are provided, the findings discussed and directions for future research provided.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::885da773731f0808bd8c8319509bf718 https://doi.org/10.1057/palgrave.crr.1540219 Zobrazit plný text záznamu Plný text ve formátu PDF