Why Tangerine is such a smart brand name
Last week ING Direct Canada announced that it will be changing its name to Tangerine in the Spring of 2014. ING Direct, the country’s largest online-only bank, is required to change its name within eighteen months from the date of its acquisition under the terms of its sale to the Bank of Nova Scotia back in September, 2012.
- It represents an astute understanding of the leverage and impact that different naming strategies can have on corporate entities
- It ensures the new brand name will quickly be linked to a key aspect of its current visual identity that anchors the brand’s associations in the minds of its customers
Understanding the leverage and impact of naming strategies
In an earlier post, “Choosing a naming strategy for an acquired brand and business
View original post 697 more words