A bank – such as Credit Suisse – or a group of institutions – such as: Savings banks, Volksbanken – appear on the market only under a uniform name and only with a single company logo (logo; company logo: distinctive design, mark, or symbol that uniquely identifies an institute [group]). All business activities are bundled under this single brand. This facilitates a clearer and more uniform perception among market participants. – However, in some cases, especially after mergers and acquisitions and in the case of widespread negative prejudice against a country, it is advisable to continue to operate under the name of the domestic institution. – See badwill, corporate fashion, cannibalism effect, risk, strategic, silo thinking.
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University Professor Dr. Gerhard Merk, Dipl.rer.pol., Dipl.rer.oec.
Professor Dr. Eckehard Krah, Dipl.rer.pol.
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