The last case in the Santander series deals with Santander’s rebranding in the UK. After acquiring three different banking firms, the group plans to unify their appearance in the British market, following a similar strategy worldwide. The future plans of the UK business help to estimate and assess the bank’s long-term development.
This case provides a unique perspective to: 1) Discuss the benefits of and rationales for a post merger rebranding campaign in a global context and how this affects the individual companies. 2) Identify consequences of a rebranding, and lay out how this process is timed and managed best 3) Branding in banking industry.
- Strategy
- Marketing
- Brand Management
- Change Management
- Mergers and Acquisitions
- Post Merger Integration
- Bank Management
- Global Brands
- European Competitiveness Initiative
- RD1110
- AR2010
- AR1011
- European Competitiveness
- Europe
- Change Management
