Skip to main content

M&As and Corporate Visual Identity: An Exploratory Study

Buy Article:

$43.00 plus tax (Refund Policy)

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.Corporate Reputation Review (2004) 7, 181–194; doi:10.1057/palgrave.crr.1540219
No References
No Citations
No Supplementary Data
No Data/Media
No Metrics

Document Type: Research Article

Publication date: 2004-07-01

  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more