Corporate visual identity change vs corporate reputation: the case of a Pan-African Bank

Abstract

CVI is important for organizations as a medium of brand projection, with influence on corporate reputation. Access Bank's recent merger with Diamond Bank was investigated to assess the influence of logo change on corporate reputation. Five dimensions of the reputation model framework by Fombrun & Van Riel were used to test the relationship between reputation and CVI of the rebranded Access bank. Mixed methods, in-depth interviews and surveys were used gather data, while SPSS and Tableau were used for analysis. Findings showed a positive or no influence of CVI change on the reputation of Access Bank in Nigeria. The study gave credence to postulations that the operations, products and services of an organization should be greatly considered when future researchers study CVI.