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28 January 2010
The challenges of branding in a merger situation: case study Alpiq – the biggest merger in Switzerland’s energy industry
Presentation of Alexander Haldemann and Sandro Mesquita at the Executive MScom Alumni Association, University of Lugano
A branding project is for every organization a particular challenge: established communication solutions are redefined, new processes put in place and attention of all stakeholders is at the highest level. However, the challenge is far greater in a merger situation, when the brand work faces significant variables: the future strategy, organization and even the timing is often unknown. The merger of Atel and EOS is no exception. Under the brand Alpiq over 10,000 employees in 29 countries were united, forming Switzerland’s leading energy business and a major European player. Alexander Haldemann and Sandoro Mesquita were members of Alpiq’s brand core team from the very beginning. They will offer a true insight on the branding challenges in a merger context.
Sandro Mesquita
Sandro Mesquita is Head of Corporate Brand Management and Marketing & Communications Switzerland for Alpiq. He is holder of the Executive Master of Science in Communications Management from the University of Lugano. He has been working for more than 15 years in the Marketing and Communication fields for telecommunications and utilities companies.
Dr. Alexander Haldemann
Alexander Haldemann is a Member of MetaDesign’s Executive Board. He studied International Management at the University of St. Gallen and received his doctorate from the University of Zurich. With MetaDesign for over ten years, Alexander Haldemann consults clients in strategic branding and communication issues. He lectures at business schools in Europe and the USA.
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