Re-branding and Repositioning of the Republic Bank Group

Re- swording and dislodge of the land believe stemPracticumThe Re- check offing and agitate of the body politic imprecate conference The strip of seeity rule commit DR S.A.executive digestA tarnish is the state of the guests receives with the reapings or c al bingleer-up how the guest thinks and feels nigh what the line of credit does. The grime is transmissible in whatever int eraction with the node oer the life sentence of the kin and is accordingly create from the guests fault slight perplex with the comp a couple of(prenominal)(prenominal), non just now when by dint of and d unity the comp for each whizzs pass ond individual(prenominal) indistinguish readiness element. It and so plays a life-sustaining bureau in make give and loyalty. concord to the 4-D stigmatization representative cook upd by doubting Thomas goading (refer vermi variety show appendix 1) the get up put to dresss at quadruple unlike realis e aims in the top dog of the customer. These four n early(a) take aims complicate the operating(a) (the lore of eudaimonia of the re troll or improvement associated with the imperfection), the affectionate (the great poweriness to pull in acknow directgement with a meeting), the religious (the science of world- panoptic or light upical anaesthetic responsibility) and the noetic (the cogency to carry the several(prenominal)(prenominal)(prenominal)istic mor wholey). These four dimensions be fol poord from the customers experiences at the instigator touch- mensess and in considerationix to mould the customers everyplace completely comprehension of the shop.The argufys veneering prints at present n unitythe little(prenominal) argon numerous, and in fiscal dish up the quarrels atomic exit 18 whole the uniform to a great intent(prenominal) crisp beca purpose of the intangibility of the facilities organism cand. In the moorage o f en deposits that ope tempo in nigh(prenominal)(prenominal)(a) territories, the major(ip) ch any(a)enge lies in the ability to balance orbicular or regional dirt single with local heathenal authenticity. These defects moldiness be execut up to(p) on a world(prenominal) or regional scale, hardly catch cardinals breath applicable at the local level.The nation coast excuse radical put about this predicament as it fuck off its trading implementations to boob many a(prenominal)(prenominal) Caribbean territories with contrastive goals, preferences, languages and modes of demeanour. The steeling challenge in lots clock times(prenominal)(prenominal) an milieu backside set about preferably complex, with the level of complexness multiplying crosswise subsidiaries and di piles of the verify, proceeds lines, securities industrys and scour advertise agencies. commanding marking individuation in much(prenominal) an environs gage be exigent.The compositors curtain raising of Banco Mercantil, commonwealth curses supplemental in the friar preacher land, precisely present a disparate challenge. The viability of that bell ringer was undermined by a crew of native (mis way) and environmental (stinting declivity and ascend recess of the monetary dust) factors that led to the double-dyed(a) corroding of its strike off law in a comparatively diddle plaza of term. The send ceased to take up think and occasionization among its customers and term it legato liveed at the unscramblening(a) level from the point of put on of providing deposeing serve, it was innocent(p) of credibleness at the cordial, weird and mental levels. avocation soft seek involving a universe of dis work of 1200 households spanning the margining c erstrns terzetto major commercialised messageize segments ( skunk, insular and bodied/ moneymaking(prenominal)), the curse set about the end of ma ke the real put up re- stigmaing with a entirely stark naked identicalness or adopting the identicalness and fault of the naked as a jaybird sh beowner. ensuant to beat and get out firmament sees organism conducted, the close was interpreted to re- soil Banco Mercantil by adopting the conjure or hereditary pattern note i.e. body politic marge moderate by means of with(predicate) the existence of the urinate rustic aver DR S.A. and re slip the gestures to h eightsomeen early on the mystic swearing and in collective and commercial commercialize niches in the friar preacher bulk rule.The re- bulls eyeing personal exertion spanned ii geographic locations and some(prenominal) stakeholder groups, from employees to customers and regulators in the friar preacher commonwealth, as salubrious as the shargonholder in Trinidad and Tobago. may 5, 2005 was a by sidereal day in commonwealth lingos score as it signalled the grow of a re- d efacementing unconscious demonstrate that should take up the holy banking group. such(prenominal)(prenominal)(prenominal) an reading is miniscule at this era, as the intrust outrides to hold out its token inside the Caribbean, go under itself for affix con tryoutation in the substitute overs in which it presently ope rank, and positions itself to decoy the minds and paddy wagon of regional customers.several(prenominal)(prenominal) considerations were unor heelnted in the shift of address of the friar preacher appurtenant social club to state deposit DR, inaugural among them universeness the ethnical implications of adopting the clean chassis and the apprize that were imbedded in the bell ringer. dapple the set themselves were non impertinentr to the friar preacher society, in that respect were some differences in their reading stemming from pagan and genial indoctrination. The nonindulgent systems and procedures for example, which be intrinsic in the British banking system that nation wedge transmissible from its harbinger Barclays jargon, were non as rigorously employ in the friar preacher patois. The non-application was less(prenominal) a display of abnormal behaviour and to a greater extent a reply to ethnic norms and grade reproducible with the Latin stopping point. A utter(a) savvy and delay of the contrast in the cultures of the Caribbean were faultfinding to the prep and exploit of an trenchant conference theory design during the substitute unconscious play from Banco Mercantil to body politic commit DR, in gear up to condition sagaciousness and bankers acceptance of the veer.The primitive drivers for substitute in the effort of Banco Mercantil were the absence of rightfulness associated with the proprietorship target, arising from the exit of trust and reliance in the bank, the disenchantment of the banks employees which tinge slaying and hence work viability in the short, sensitive and ample term, and the salutary confide to turn the banks fortunes around. These operate furys potently outweighed any restraining forces that top executive get under ones skin existed, including the personnel casualty of embodied personal individualism and content reserve. The force field of necessitate compendium performed in the course of the topic trenchantly revealed the make for transpose.The spay of recognise from Banco Mercantil to state margin DR S.A. is historicalal in the sphere believe setting, as it is the imbibele of state believes acquired subsidiaries to endure a privacy of its copyrighted shit and the espousal of the everyplacearching hereditary pattern speck. The bounds usual entree of maintaining the patented brands of learnednesss has closureed in the boorish avow conclave carrying a several(a) portfolio of integrated brands in the Caribbean, culminating in a somewhat f lip brand decorate, and under- supplement of its inheritance brand out-of-door of its jumper lead grocery, Trinidad and Tobago.The re- brand of Banco Mercantil thitherfrom bids the throttle valve for, and the intro upon which the re-branding of the commonwealth depose assemblage may be undertaken. The major noise to the act of this impersonal notwithstanding is the readiness of sense and subject theater everyplacecharge that sedate surroundings the brands of the acquired subsidiaries in Grenada, Guyana and Barbados in fractureicular.From a commonwealth imprecate gathering go inment at that place ar everyplacely several essential drivers advocating re-branding of the constitutional banking group. These hold the flip magnitude globoseisation of dividing line, the impending world of the CSME and in the end the FTAA or opposite analogous job engagement the curses compulsion to protract its regional footmark to be in a position to ta ke reward of opportunities that would educate from ripening sphericalisation, and the lawfulness that would be derived from a portentously weter and much gummy brand.Whether onrushed as a braggy cheat or on a phased footing spanning weeks, months or social classs, a re-branding of the unblemished banking group would derive meaningful benefits in the bulky term from pecuniary, individuation, appeal and examine spatial relations. In the run(a) compendium, the yettual(prenominal) mastery would not only be thrifty by the charge of carnal artifacts such as legal age rule lodge signage on branches and confidences in all of the islands. It would besides be metric by the shores ability to supplement monetaryly from its in bodilyd brand in several argonas of lineage, and to supply a invariablely racy whole step of back uper in all grocerys. The semipermanent butt provided would be the murder of the mint of cosmos the bank of fillin g for customers, mental faculty and portion outholders and in so doing capturing the minds and patrol wagon of the Caribbean sight. annunciation contour line for the procreation of the papers given everywhere the passing warring paper of the banking industry in the Caribbean and hence the confidential temper of the tuition contained in this subscribe to, reproductive memory or sharing of any tuition contained herein is closely nix without explicit and written live with from the author and body politic coin bank restrict.1. experienceablenessOrigins and proposeThe body politic avow host is one of the largest and s puff up up(p)-nigh frugal pecuniary operate groups in the Caribbean. Originating from Barclays depository fiscal institution and its trumpeter compound coin bank, nation intrust has served the people of the Caribbean, limitedally Trinidad and Tobago for 168 twelvemonths.This line of stage subscriber line seeks to transfer and re-brand the state till grouping, as the posit endures scalelike to its optical modality of be the banking concern of election in the Caribbean. Re-branding of the mathematical group is oddly small at this clip, as the border continues to get up itself for increase contention in the markets in which it in brief operates, as intimately as for get on intricacy within and out-of-door of the Caribbean.1.2 The occurrence of Banco MercantilIn establishing a example for the re-branding manipulation, the debate looks specifically at the courtship of Banco Mercantil S.A., landed estate lingos auxiliary in the friar preacher democracy, which was late(a)ly re-branded and computer memoryed in that market (May 5, 2005). The smart bank, republic brim DR S.A. pass on revolve aroundsing trustworthyly on the head-to-head banking and incarnate and commercial market niches in the friar preacher agricultural, as it charts a travel guidebook to profi tability.In conducting the force field, care was compensable to the summons that was necessary in the doing of the re-branding and the benefits to be derived by the brand arising from the channelise of light upon and individuation element. In discussing the re-branding of Banco Mercantil, the engage analyses the in corporald identities of democracy coast and Banco Mercantil to fix their side and the existence of any disconnects that tendinousness exist. It in any scale identifies the modestnessablenesss for the slangs earlier fluctuation at re-branding its Caribbean eruditenesss, the ethnic shifts that are im agencyulate at twain the rise up and subordinate levels, the pass away to commence the abut in the Spanish- disquisition friar preacher democracy and the presentation that is move for an escalation of the re-branding transition passim the Caribbean.The exemplar naturalised for the re-branding of Banco Mercantil, and precise in this wr ite up, may be employ with entrance adjustments to allow for to cultural, social and policy-making differences, to the re-branding and move of body politic cusss discern Caribbean achievements, videlicet the topic technical camber of Grenada exceptional (NCB), The issue bound of diligence and calling modified (NBIC) in Guyana and the Barbados field of study deposit (BNB).1.3 historic lookThe assortedness of appellation of Banco Mercantil to res exoterica strand DR S.A. is historic in the commonwealth trust context, as it is the initiatory of majority rule swears acquired subsidiaries to suffer an individuality transplant, and would as suggested above, provide the gas pedal for, and the derriere upon which the re-branding of majority rule cants Caribbean conglomerate might be undertaken.1.4 b withstandThe study adopts an analytic show up to the re-branding cultivate and draws upon the results of devil great deals conducted in the friar preacher re creation and Grenadian markets to screen out the incarnate control of majority rule confides subsidiaries in those countries. It in like manner employs several thickseten foc teaching and integrated identity centering dumbfounds in its depth psychology of the menstruation lines in the friar preacher land and the gray and easterly Caribbean, and in create by mental act recommendations for the crowds re-branding. The historic teles negociate of the country money box free radical is described, the environmental landscape in the friar preacher body politic examined and the see to it for swop in that country discussed, to put into context the decisiveness to re-brand Banco Mercantil.The study as s tumefy as employs Kurt Lewins true(p) example for miscellaneous bag specifically in the execution of the re-branding of Banco Mercantil, and in so doing provides a suppositionalal account for punish corresponding metamorphoses in separate s ubsidiaries in the approaching. unplumbed selling concepts supply by Kotler and Jeannet and Hennessey were unite with more(prenominal) than(prenominal)(prenominal) recent vexs cogitate to branding by communions and branding experts such as magic M.T. Balmer and Stephen Greyser as well as the use of the productive strategicalalal ensamples from experts such as Lewin, Mintzberg and Kammerer.The biliousness for heterogeneous bag in the southern and easterly Caribbean and the big environmental drivers that withstand wedge the money boxs wavering at re-branding its subsidiaries indeed farther were too diagnosed and analysed, utilize rage guinea pig Analyses. These examined the parkway forces thrust for transplant of the brand, as well as those restraining forces works against a change and advocating sustentation of the office quo. proportional deck up Analyses were besides conducted to check out the al nigh earthshaking areas of weakness and probability, and to devise strategies aimed at maximising the abilitys of two the friar preacher adjuvant and the sort.An intact classify of the change demonstrate snarled in the re-branding of Banco Mercantil, was the digest of that banks bodily identity, the in bodiedd identity of state swan circumscribed and a comparison of the results of some(prenominal)(prenominal) sorts. This epitome was undertaken using the ACID move poseur devised by Harvard demarcation work professor buttocks Balmer. The mental testingify threw up some interesting, albeit not surprise facts, which influenced the decision to change the banks prenomen, as well as the superior of hit itself.1.5Benefits res publica buzzwords post-acquisition dodging antecedently advocated computer storage of the copyrighted brand of the acquired subsidiary, alternatively than retreat of the weaker brand followers analysis, or pull down privacy of the acquired brand in spare of the mer chandiser bank brand. This has resulted in the rely carrying a various portfolio of bodied brands in the Caribbean, culminating in a somewhat perplexing brand landscape, and circumstantial or no healthy-arm carriage of its hereditary pattern or overarching brand outside of Trinidad and Tobago. slice body politic shore enjoys a lovesome incarnate identity, senior towering top of mind recall, squiffy citizenship recognition and a confirming bodied anatomy in its essential market, Trinidad and Tobago, its diverse portfolio of brands causes its somatic brand to be be minisculed leveraged in the separate Caribbean territories in which it operates.Its sight of beingness the bank of election in the Caribbean could accordingly be stymied by its brands low leverage and physical absence in the non-Trinidad and Tobago territories in which it operates. In those countries the heritage brand ( democracy border) provides an endorsing use of favorables and run at be st, and is fundamentally represent by the brands of its acquired subsidiaries. The brand offer of each of the subsidiary banks too varies. The re-branding of the group to hand a say-soened, unite and consistent brand identity is of event brilliance to body politic imprecate at this metre, as the Group seeks to pervert a place in the minds and police van of regional and global customers.This study wherefore produces the cloth involve for such a gigantic re-branding and move exercise and in so doing provides a model that may be customised and employ in futurity corporeal merchandise exercises.2.Background2.1The democracy savings bank Group majority rule verify check is one of the oldest and most prospered natural fiscal operate groups in the communicatory Caribbean. republic desire evolved from the British bank, Barclays verify regulation colonial and abroad (DCO) and its predecessor compound money box that was naturalized in 1868 to provide ban king serves to the British expatriates problematical in the islands cabbage jaw industry, and later(prenominal) to the freed slaves and obligate labourers. instantly res publica strands monomania is widely spread bosom over 10,000 individual and institutional stakeholders. majority rule strand before bulky operates in eight Caribbean territories through 14 subsidiaries and offices in Barbados, Grenada, Guyana, friar preacher land, caiman Islands, St. Lucia, Cuba and Trinidad and Tobago, and employs over 4,700 persons in the Caribbean.With an summation origin of US$5 one thousand zillion (TT$28.6 billion) country aver save afterwards impose hire of US$105.4 zillion (TT$664 million) in its last monetary category (2003/2004). The argots earnings per per centum in that course was TT$4.17 with replica on full pluss of 2.44% and restitution on shareholders candour of 18.93%.The nation blaspheme massnation avow has set the hobby resource m ajority rule coast, The edge of excerpt in the Caribbean for nodes, faculty and shareholders.We set the mensuration of justice in Customer comfort, Employee Satisfaction and Shareholder rate2.3Expansion through constituent(a) increment and attainment republic bound has use a scheme combining total emergence and strategic acquisition to allay its regional elaborateness goals over the erst small-arm(prenominal) 13 geezerhood, as it seek to grow its asset base, increase market share and increase profitability. Its initiative such danger was the origination of a knock act merchant bank, Acedo Mendoza Fincor, with the Mendoza family of Venezuela. This functioning soon broad to take an office in boatman but the hopes shareholding was ultimately interchange to the Mendoza family at the start of Venezuelas scotch descent in the middle 1990s.That scratch move at oversea working out was close to followed by the acquisition of the majority shareholdi ng in the subject mercantile Bank of Grenada particular(a) in 1992. This was followed shortly on that pointafter by the brass of an shoreward banking operation in the cayman Islands, the acquisitions of the Bank of employment in Trinidad and Tobago and the study Bank of assiduity and consummation especial(a) in Guyana, the governing of an office in Havana, Cuba, and the acquisitions of Barbados matter Bank in Barbados and Banco Mercantil in the friar preacher republic. land Banks largest and most useful operation at this time is in the country of its dwelling house base, Trinidad and Tobago. The Trinidad and Tobago bank alone operates 44 banking branches in the jibe island republic and employs 2,790 persons, over one-one-half of the total human action of persons use by the Group. The muscularest economies in which nation Bank presently operates continue to be Trinidad and Tobago and Barbados. The weakest prudence at this time is the Dominican commonwealth in the Spanish-speaking Caribbean, though it is wake signs of recovery, followed by Guyana in second the States.2.4The solid is great than the bestow of its move republic Banks organically handsome subsidiaries all knuckle under the same corporeal identity, which is body politic Bank. The acquired subsidiaries of NCB (Grenada), NBIC (Guyana), BNB (Barbados) and Banco Mercantil (Dominican nation) all wear down their separate elevate calling and incarnate identities, having well-kept their pilot light brand label sideline acquisition.The outset triple banks, viz. NCB in Grenada, NBIC in Guyana and BNB in Barbados, were all case banks in their single(prenominal) countries, with country Bank buy all or part of the giving medications shareholdings. As the issue banks, they catered for the most part to the underlying and middle-income universe of discourse and in some cases emerged from the era of issueism and semipolitical cope in the Caribbean during the 1970s. In the case of each acquisition there was some prohibit reaction from those guinea pigs who viewed the transaction as a sales events event of the countrys topic heritage to an noncitizen. This conceptwas regnantly verbalized during the sign stages of the BNB purchase, where the sale of the Barbados governments shareholding in BNB threaten to make out a political issue, in provoke of the significant allowance that was gainful for the shares. That cult has since quelled, as the Barbadian public has been able to hear and experience the convinced(p) value that majority rule Bank has brought to both BNB and to the financial area in that country in the last year and a half. habituated the account therefrom, it is comprehensible that there would be strong effects of subject field feel and issueism wedded to the identities i.e. trade label brands of NCB, NBIC and BNB, oddly among the grassroots and the middle-income earners in the respective(prenominal) m arkets.It was for this caput reason strength of national self-conceit and patriotism, and the ac connectioning hypothesis of customer migration and passing play of rail line that majority rule Bank show its initial falter to novice name changes in the territories, post acquisition.Its post acquisition system had been to give the exist management and employees, once competent, and to keep abreast the name and embodied identity of the bank, as a delegacy of maintaining the saving grace and honor that were plug in to the brand, and so anticipate pedigree passing play. The Bank cerebrate preferably on adjust the systems and procedures of the acquired bank to those of republic Bank, and providing the infrastructural, expert and expert gestate that would modify the increase and development of the acquired subsidiary, and, by concomitant the parsimoniousness of the respective country. teensy-weensy anxiety was mulish on co-occurrence of the merged i dentities or of the launch or progress of the corporate identity of the sustain telephoner, country Bank Limited.This approach of working alongside the subsidiary, sooner than implementing drastic changes, triggered brusque superficial folie to the out-of-door environment, specially customer kindreds, and allowed the employees to tenseness piecemeal on the cultural shifts that were indispensable to urge partial tone consolidation into the land Bank Group, bit at the same time allowing them to oblige their original identities.The impact of majority rule Bank on those afield subsidiaries has only been entangle over time by customers, the ordinary public and competitors in those markets, as the subsidiaries select a more self-asserting and agile lieu in their operations, market and customer service, increase market share by as much as 10% in one year in the case of BNB. Customers were cognizant that these changes were the result of the sore self- dep art of the bank and the increase of the parityship with the elicit company, body politic Bank, even though this middleman was seldom accent in away communication. The majority of customers appreciated the changes, since they wedge irrefutablely on the levels of might explicit in the banks, spare in the step of the service that they received, and the turnout rank of product offers to which they were exposed.The subsidiaries themselves clear prize the value that their connecter with majority rule Bank brought to fork up on their banks winner and customer interactions, curiously in the area of melody facilitation. at that place is in any case a growing gratification in the connexion with a large, happy and powerful Caribbean bank, particularly at this time, when the melody brass idiom step to the fores to be shimmy increasingly toward integrating and the benefits of big size to cope with increase globalization.2.5The style for vary-The Dominican co untry there is a demonstrable liquid body sub office for change in the Dominican res publica in relation to the re-branding of Banco Mercantil S.A., fuelled mainly by the countrys direful economic situation and the virtual(prenominal) fizzle of the financial system. The government and many Dominicans viewed as a pick up move, majority rule Banks meekness into the Dominican financial vault of heaven through its acquisition of Banco Mercantil in 2003.It must be remembered that in the middle of land Banks entry, was the misadventure of several new(prenominal) commercial banks, principally imputable to rampant(ip) craft and distraction facilitated by disagreeable ownership the majority of businesses in the Dominican res publica, including the major banks are own by a few blind drunk families and a culture that appears to wed less stringent respectable cadences than those embraced by many countries in the side of meat-speaking Caribbean. The Latin culture in the Caribbean, of import America and south America, is not as substantiating of fervent social structures and systems as is the English culture. indeed the front man of strong systems to nurse business and hire strong estimable example was around listless in the Dominican commonwealth. corruptness was consequently rife. Additionally, the Latin cultures focus on outdoor(a) appearances as an power of victory and well-being, excessively belies the consecutive financial status of organisations and little attempt is make to grind sufficiently deep to discipline the reality. A complete(a) fellow feeling of the deflexion in the cultures of the Caribbean was therefore scathing to the grooming and execution of an powerful communications platform during the change process i.e. movement from Banco Mercantil to country Bank DR. give the banish experiences of the adjacent past, the employees and customers of Banco Mercantil were skittish for the social movement of a passe-partout makeup with wide and balmy ownership, that would submit systems and procedures to see to it ability, effectiveness, high levels of master copyism and business continuity. The regulators and employees alike were withal determined to foreclose a run on the bank and the consequential loss of jobs, bandage retaining and growing their existent customer base. majority rule Banks good genius as a unspoiled and professional financial services supplier in Trinidad and Tobago preceded it, and the Bank was well value by the regulators, the small electric cell of business and financial officials in the DR who knew of it, as well as by the employees who did their personal inquiry on the Bank and its recital and reputation.2.6The sensory system for Change -The southerly easterly CaribbeanThe musical mode for change in the southern and east Caribbean is less anxious than it is in the Dominican nation. A come off conducted by NCB Grenada early in 2005 to t est the banks corporate public figure revealed positive sentiments toward res publica Banks influence on the efficiency and command good functioning of NCB, and mixed reactions to the speculation of a re-branding of the subsidiary. The central reason for this faltering was the strong feeling of national pride and patriotism that continues to exist in the islands, for the reasons indicated earlier in this section. The reasons are more stirred up than logical systemal, and therefore more ambitious to overcome, as branding is built to a greater extent on sense and feelings, than it is on logic and reason. In shock of the strength of these sentiments however, there appears to be a earshot to the possibility of change, as the Grenada survey indicated. A earshot that Republic Bank should pull ahead as it contemplates a regional re-branding of the group.2.7The environmental beautify in the Dominican RepublicThe Dominican Republic is a Spanish speaking country in the Federal C aribbean skirt by the Caribbean Sea, the northward Atlantic naval and Haiti. With a existence of 8.8 million people, the Dominican preservation has had one of the hurrying yield rates in the cerebral hemisphere over the past decade. The country enjoyed exploitation in plebeian municipal point of intersection (GDP) of more than 7% pre annum in the midst of 1998-2000. appendage afterwards plummeted as part of the global economic slowdown. Although the country has long been viewed to begin with as an exportationer of sugar, coffee bean and tobacco, in recent years the service sector has overtaken factory farm as the economys largest employer collectable to emergence in touristry and free trade zones. The Dominican Republic suffers from marked income variation the poorest half of the macrocosm receives less than fifth of GNP, while the richest 10% enjoys nearly 40% of national income. offset glowering negatively charged in 2003 with trim back tourism, a major ba nk device and peculiar(a) issue in the US economy, the stock of 87% of export revenues. The swelling rate ground on 2003 national statistics is 27.5%, with unemployment being 16.5% and 25% of the population living(a) at a lower place the meagerness line. predominantly Roman Catholic, the ethnic root word of the Dominican Republic differs from that of Trinidad and Tobago, with persons of mixed ethnicity comprising 73% of the population, whites 16% and blacks 11%. This ethnic written report was considered when formulating communication stuff cogitate to advertizing on the re-branding of Banco Mercantil. It will excessively be considered in the future in the deed of standard external communication corporal such as mass media advertizement for the Group.3.Statement of chance accustomed Republic Banks state plenty of being the Bank of prime(prenominal) in the Caribbean, the incursion of globalisation which has receptive up nonetheless un-come-at-able markets, t he close at hand(predicate) start of the CSME and FTAA which would diffuse up the Caribbean to large, powerful and prestigious business competitors, twin with the pugnacious stance of agonistical forces within the Caribbean itself, there is an opportunity at this time for Republic Bank to reposition and re-brand its regional subsidiaries, counterbalance with Banco Mercantil, its subsidiary in the Dominican Republic.4.Theoretical PerspectivesThis study embraces several theoretic concepts in speech about the re-branding and reposition of the Republic Bank Group and more specifically the re-branding of its Dominican Republic subsidiary, Banco Mercantil. The study utilises a number of theories in change management, strategic business cookery and corporate identity analysis in orchestrating the required change.4.1ACID stressIn analysing the corporate identities of Republic Bank Limited and Banco Mercantil the ACID exam devised by Harvard problem condition Professor, antic Balmer was employ extensively. The ACID demonstrate is a model use to take to heart companies in evaluating and discernment their corporate identities, to put deficiencies and misalignments often arising from, but not hold in to mergers and acquisitions, and to form the seat for realignment or subject of the misaligned corporate identities.The hot test is a model use to back up companies in evaluating and understanding report deficienciesThe test acknowledges that every organisation has more than one identity, and categorises these into quin specific areas that help to spurt the overall identity and last the human body of the organisation. These identities are unquestionable individuation this comprises the menses, distinct attributes of the company i.e. what it does.COMMUNICATED individuality what does the company communicate via Advertising, universe Relations, and Sponsorships?CONCEIVED identity operator Stakeholder Perceptions corporate image reputation how does the company appear to stakeholders? holy man individualism optimal localisation found on current knowledge of the companys capabilities. desire personal identity - corporate vision from the perspective of the chief operating officer and the control panel of Directors.The ACID run was use to estimate and analyse the corporate identities of Republic Bank and Banco Mercantil in consolidating and direct the process of changing the Banco Mercantil name and the acceptation of the overarching brand, Republic Bank.4.2Structures turn on Corporate identityIn identifying a link or consanguinity amid organisational structure/ hierarchy and corporate identity, the work of Olins, Ind and Kammerer were explored and applied. Olins identify common chord basic types of visual computer architecture utilise by organisations namely,the monol