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 purposesCommunication goals

Merger & Acquisition

Merger of equals; best of both
Transformed survivor brand
New vision, forget the past

Spinout or de-acquisition

Preserve existing equity
Express a new vision