Selecting the right name for a new corporation

Business Issue


With a merger of two leading organisations within their sector, determining the new corporate name for our client was crucial.

Both companies were established with strong offers and loyal customer bases.

However they had very different market positioning presenting a challenge on how to present the new business.

Insitas Delivered


After a series of multi-country interviews with key stakeholders, it was possible to identify the brand strengths and weaknesses of the two companies among the respective audiences.

A number of potential names for the newly merged organisation were tested to assess their brand fit and implied associations.

Actions Taken


Our client took the insight and  recommendations and mapped them against the new strategic plan to determine the name which would be most suitable to take forward for the new corporation.