How should the brand transition be handled? (Should the new brand reflect one or both of the heritage banks? What should the new brand be, and how should it be articulated?) The new brand shouldn’t strongly reflect any of the heritage banks because it is crucial to differentiate the new bank by building a new brand image...
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Also, Barclays would not allow their name to be use on an entity in which they had a minority stake. The new bank should be focused on its customers, understanding local needs, and delivering good value for money. The heritage banks were admired for their continuity and reliability, but many of their customers considered them to be colonial, unfriendly, and unresponsive...
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Ryanair case study Consequently at these airports the charges are a lot lower and in addition with Ryanair’s strong position and bargaining power they are able to get very favourable fees...	3 / 792
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