Changements de nom de marque : les différentes stratégies de mise en oeuvre et leur impact sur le consommateur

This work compares consumers’ attitude towards the brand names changes by analysing the brand representation evolution through three processes of changeovers: merging (co-branding between the initial and new brands), substitution (a new brand name with the initial brand identity kept) or rupture process (new brand name and identity). A before-after experimental design on two real brand changes shows that brand name substitution has a negative effect on brand evaluation and purchase intentions even with the same identity kept.