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January 14, 2014

Why Tangerine is such a smart brand name

by HoosOnBrand


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.

The decision to rebrand ING Direct to “Tangerine” is a smart strategic move by the Bank of Nova Scotia for two reasons:Tangerine

  • 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

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