Merger/ Brand Architecture
July 2011Problem:
Two Superannuation companies announced their intention to merge by 2013 and commissioned CoreData to provide merger research to assist in the development of communication strategies and brand architecture research to inform the development of a new brand for the merged entity.
The primary focus of the research was to assess stakeholder perceptions of commonalities and differences between the funds and the implications of these for managing the merger. The research also sought to understand the key expectations stakeholders had for the merged brands and recommended positioning of the new brand.
Methodology:
The research looked at four key stakeholder groups; members, employers, staff and board members, further segmenting these into age groups for members, HR vs. executive roles for employees, and position seniority for staff.
The research utilised both qualitative and quantitative approaches conducting many focus group sessions, interviews and online surveys of the segmented stakeholder groups. This provided a wealth of complimentary data from various perspectives allowing the consolidation of a comprehensive and integrated big picture of brand and merger perceptions for both funds.