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...But when a bank buys another bank, the brand name of the acquired bank is zero. What a waste.” I discovered the above quote when I was researching on the complexities of brand name changes in service industries. Crane made a strong point against the practice of large national banks dropping the name of the acquired (local) bank rather rapidly; he opined that this could leave an opportunity open for a strong local competitor to exploit the vacuum. We learnt a few weeks ago that Vodafone and Idea are going to become one entity and in the news cycle that followed, it was reported that the two brand names, Vodafone and Idea, would continue. ...Live Mint on April 28, 2017, 1:49 a.m.