Economic Themes (2010) 48 (1) 6, 71-90
Isidora Ljumović, Srđan Marinković, Vesna Milanović-Golubović
Abstract: This paper analyses interdependence of trend of international and domestic mergers and acquisitions and corporate rebranding in banking industry. After 2000 Serbian banking market has gone trough a lot of changes. The most important is entry of multinational banks into domestic market. It is necessary to estimate the influence of ownership and operational restructuring on bank reputation, in a sense of building new corporative image. For that purpose four strategies of corporate rebranding have been defined in the case of Serbian banking industry.
Keywords: corporate rebranding; mergers and acquisitons; banking sector
CORPORATE REBRANDING AS A CONSEQUENCE OF MERGERS AND ACQUISITIONS IN BANKING INDUSTRY
Isidora Ljumović, Srđan Marinković, Vesna Milanović-Golubović
Abstract: This paper analyses interdependence of trend of international and domestic mergers and acquisitions and corporate rebranding in banking industry. After 2000 Serbian banking market has gone trough a lot of changes. The most important is entry of multinational banks into domestic market. It is necessary to estimate the influence of ownership and operational restructuring on bank reputation, in a sense of building new corporative image. For that purpose four strategies of corporate rebranding have been defined in the case of Serbian banking industry.
Keywords: corporate rebranding; mergers and acquisitons; banking sector
