Emotional Compatibility (brand mergers and acquisitions)

When 2 brands are merged into one, or 1 brand is rebranded as another, 'emotional compatibility' needs to be considered.

For example, if one brand is seen as adventurous and another is seen as safe they are not emotionally compatible in this respect and this contradiction needs to be managed carefully. They may be emotionally compatible on other dimensions, e.g. both seen as clear. And they may or may not be functionally identical in terms of what they actually offer - that's a separate consideration.