Rebranding in the Banking Industry Following Mergers and Acquisitions on the Polish Market
Joanna Korpus ()
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Joanna Korpus: Warsaw School of Economics
International Conference on Marketing and Business Development Journal, 2017, vol. 1, issue 1, 107-114
The aim of the paper is to examine how banking groups on Polish market for corporate control manage their corporate branding in the context of mergers and acquisitions. It also identifies the factors that differentiate the used strategies. The article analyses 50 transactions carried out on the Polish market for corporate control throughout the years 2000–2016 and identifies used rebranding strategies, as well as components that influence the choice of options for rebranding. The main rebranding strategy of banking groups on the Polish market is to retain the acquiring bank name. The main factors that differentiate the used strategies are: the brand value of participants acquisitions and the nature of the investor (strategic or financial investor).
Keywords: banking industry; mergers and acquisitions; rebranding strategy. (search for similar items in EconPapers)
JEL-codes: M10 M31 G21 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:aes:icmbdj:v:1:y:2017:i:1:p:107-114
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