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Rebranding in the Banking Industry Following Mergers and Acquisitions on the Polish Market

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  • Joanna Korpus

    (Warsaw School of Economics)

Abstract

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).

Suggested Citation

  • Joanna Korpus, 2017. "Rebranding in the Banking Industry Following Mergers and Acquisitions on the Polish Market," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 107-114, July.
    • Handle: RePEc:aes:icmbdj:v:1:y:2017:i:1:p:107-114
    as

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    References listed on IDEAS

    as
    1. Altunbas, Yener & Marqués, David, 2008. "Mergers and acquisitions and bank performance in Europe: The role of strategic similarities," Journal of Economics and Business, Elsevier, vol. 60(3), pages 204-222.
    2. Berger, Allen N. & Demsetz, Rebecca S. & Strahan, Philip E., 1999. "The consolidation of the financial services industry: Causes, consequences, and implications for the future," Journal of Banking & Finance, Elsevier, vol. 23(2-4), pages 135-194, February.
    3. Christoph Walkner & Jean-Pierre Raes, 2005. "Integration and consolidation in EU banking - an unfinished business," European Economy - Economic Papers 2008 - 2015 226, Directorate General Economic and Financial Affairs (DG ECFIN), European Commission.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    banking industry; mergers and acquisitions; rebranding strategy.;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages

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