Originally posted by OldPentaxFan I have had the somewhat dubious pleasure of working for two medium sized companies that were acquired by much larger ones. Both of the smaller companies were highly regarded in our technical field and the purchasing companies were growing into new markets through acquisition. In both instances the more well known names of the acquired companies disappeared completely within four months in favor of the new parent company names. Consistent "branding" was the watch word of the moment and it was critical to the new management that all work was to be done under the new name in each instance.
The result of that sudden change in identity was SERIOUS confusion with our clients for quite some time. The good thing was that the quality of the work we were doing stayed the same and in quite a few ways improved due to deeper pockets and greater resources. It took three years to settle down the first time I went through this and it's been two years this, second, time and things are still in transition. It's never easy to go through that major a disruption in work, but things do settle down and for the most part improve with age. (Think good scotch if you need an analogy.)
The whole matter of the importance of branding strategy was, I think, hijacked on many occasions by new CEOs who wanted to put their stamp of change on an organisation before moving on to bigger and better things elsewhere. It isn't the only example of a rapacious sociopath damaging a company for personal gain, but it's probably a good one for a future PhD or two. You can also lay some blame on business schools who tout this sort of thing, without issuing cautions about unintended consequences.
Fortunately, Japanese companies tend to ignore Western business school fads, and they have a habit of doing things with sound, long-term reasons behind them (I make the obvious disclaimer about rogue boards, such as the previous one at Olympus). Where Ricoh took over and obliterated some of their competition (at least in name, if not in production or sales capacity) in the copier business, I believe they did so in markets where they were already present. Although some (probably few) of us here are old enough to remember Ricoh film SLRs, that name hasn't been in the DSLR market at all, and only had a very small presence in the P&S market anywhere. On this basis, I find it hard to believe that Ricoh are going to phase out the old-established Pentax name, with its heritage and existing market presence, as small as it might be in the West, in favour of a name that has no recognition at all in the DSLR market, at least in the medium term.