Know-How Exchange : Branding

your last option is beter. se both of the brands together.
Its just a joint venture not a new company

I agree. In my opinion, combining the two logos should be out of the question. The joint venture would benefit more from having people recognize both individual companies.

Hi Melissa,

Be careful not to ditch the brand equity built up in each entity. Your last idea of using both (not melded) would be the very best way forward. There are numerous examples of joint venture branding for example Radisson SAS, BenQ Siemens, etc. but you'll find plenty if you Google Joint Venture Branding.

Ann

Off the cuff I'm of the mindset that you need to create a new logo without knowing anything about the two companies that are forming the joint venture and for what purpose they are forming it.

Can you tell us who and why?

Donna
Marketing Riot

When Exxon held hands with Mobil the org became Exxon Mobil...the Mobil blue was gone...and the corp brand started having the Exxon red colour, though individual product brands remained the same.

Now check for the Totalfina & Elf story.

There is no hard and fast rules for postmerger branding. if both the brands were strong in their respective spheres, and carries tonnes of equity, just merge the name and ride on the equity synergy.

Now if it is a big bro JVing the small...even if it is a JV, the size differences will naturally kill the small player and the Big bro idenity will take over over a period.

One solution would be to go for a new branding 'A'...
And a disclaimer of 'BC' JV company. so that there is still a reminder on the B&C..which will go into oblivion over a preplanned period. period.

Else go for a middle path new look with a MERGED logo to keep up with the nostalgic moods....give a time frame for 1 year or 2 years for this BC group endeavours..After 2 years say BC is now called A.

KUDOS

I am going to go with the joint logo proposition. One joint veture that did this was GE and Fanuc. They created a joint venture for industrial automation and used both logos together. Their web address is https://www.gefanuc.com.

Hi Melissa

like others mentioned there is no hard and fast rule of JV branding. how you will brand a JV will depend on your business model.

u have mentioned little about the business of the JV company and the parents of the JV. like Rajesh has mentioned, is your new company is a JV of 2 competing companies or 2 diverse complementary companies?? if you provide more information then we can help you better. depending on your business model, if u are selling products of the both the parent companies' products then you can have a Source Brand Strategy(aka double branding strategy). Example is Garnier Fructis, YSL Jazz etc.

my suggestion, from your post, is to create a new brand and logo with different color scheme. but the new name and logo and color will depend on the brand's values, essence and what the brand and business stands for. your brand name, logo and color must convey the business/brand's fundamentals.

Example is Novartis; its a merger of Ciba Geigy and Sandoz, yet the new brand name, logo and color didnt have any relation with the previous 2 brands, logos and colors.

hope this helps. should you need more help, you can always contact me by clicking on my name. thats all for now, will get back later.

cheers!!