Poll results: Rebranding acquisitions splits opinion
Respondents to this week's poll divided on whether operating multiple brands is the right approach
The debate over whether a single or multi-brand approach is most effective is set to rumble on with respondents to this week’s eGaming Review poll unable to reach a consensus on the issue.
The branding question was raised again last week when Unibet chief executive Henrik Tjärnström said he preferred a single-brand approach and would likely converge the Unibet and Stan James brands under the one moniker in the UK market.
A single-brand approach has also been favoured by William Hill in Australia, where it is currently in the process of repackaging the Sportingbet, Tom Waterhouse and Centrebet brands in the William Hill colours.
And 52% of readers broadly agreed with adopting a single-brand approach, although the issue is probably a little more complex and largely dependent on the market and the strength of brand acquired.
On the other side of the fence is the soon-to-be combined Ladbrokes Coral which will continue to operate both the sportsbook and casino brands.
According to Coral CEO Carl Leaver (pictured, left), a dual sportsbook brand approach will enable the firm to extract greater value from marketing investments as opposed to concentrating the same level of funds on a single brand.
“Our research has shown that the more you spend on advertising the more the return on investment tails-off,” Leaver said in July. “But by spending the same combined amount at an optimum level across two brands we’ll get a better ROI,” he added.
GVC Holding chief executive Kenny Alexander has also backed a multi-brand approach and recently told eGR that he would not be rebranding any of the recently acquired bwin.party assets.
“I’ve never rebranded any business I’ve acquired and I’m not going to start now,” Alexander said.
And the remaining 48% of respondents concurred with this stance, stating that it made sense to maintain acquired brands.