Branding the wild two-headed merger! (Cover Story).(problems of bank branding after mergers) From: Bank Marketing | Date: July 1, 2002| Author: Bernstel, Janet Bigham | COPYRIGHT 2002 Bank Marketing Assn. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group.Copyright information

Bank mergers and acquisitions can create marketing problems--bucking the brand like a rider on an untamed bronco. How do you handle two separate brands? The ultimate outcome of your merger could depend on your answer.

Special Report: Branding After Mergers

In this issue, we explore two perspectives on the topic of "Branding After Mergers."

The article beginning on this page examines some of the different approaches being taken in response to the pr...