The matrix
DRIVERS
TOOLS
Structural drivers
To accomodate structural change
Structural drivers are changes of institutional structure (composition, and
organization) which result from...
- a merger or
acquisition,
- a spin-out or de-acquisition
which to be accomodated require a change in parent branding.
| Driving purposes | Communication goals |
Rebranding strategy, seen as leadership choice, can easily determine whether a merger succeeds or fails. Rebranding, properly planned and executed, can both define and implant the desired surviving culture, and the confidence that will make it happen. An acquisition, like a merger, can impact the buyer's identity so strongly that rebranding (a message of transformation) is desired, if not required. It is usually the acquirer's brand that survives, but transformed in order to express change. |
No definition yet No definition yet No definition yet |
A subsidiary, division or other business unit must be rebranded in order to stand on its own. |
Retain some of previous parent's brand aura, to help gain recognition and acceptance.
Preserve existing equity
No definition yet |
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