Mr. Adjouri (of Adjouri Brand Consultants) believes that the Commerzbank's plans will fail due to several reasons: firstly, consumers are very attached to the positive green trade mark, which built its strong identity over many years. Secondly, a change of the bank's name will make many customers leave the bank. Many faithful customers, which stayed with the bank after it was taken over by Allianz in 2001, will no simply have enough Mr. Adjouri predicts. Thirdly, the use of a green trade mark is unique in the German banking sector, whereas colours such as blue, red or yellow are associated with several different German banks. Finally, Mr. Adjouri believes that abandoning the green brand identity will have a psychological effect on the bank's employees, who will be less motivated to work at the bank.

To read this very interesting piece "Grün darf nicht sterben" ("Green should not die") in its entirety (in German), please click here.

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