Citibank and Travellers Group merely combined the two to form Citigroup , but Daimler Benz and Chrysler , while combining the names to form Daimler-Chrysler had a great deal of discussion about how and where their respective brands would be communicated and sold. The result was a decision that none of each company's brands would be sold off the same premises, and as far as brand communications is concerned there is little change. So whilst they are all set to reap the economies of scale as far as operations are concerned, those achievable through combined advertising and promotions activities have been sacrificed in order to cut out customer confusion and possible brand cannibalization. They showed great concern about the possible effects of combining names on consumers, and in an effort to be totally transparent about what they were doing, an advertisement by the new Exxon Mobil Corporation in December 1999 read . We're as brand loyal as you are.
Loyalty is a two-way street.
So along the street, road or motorway we aren't about to confuse our customers. Yes, we've merged. But our brands Esso, Mobil and Exxon will still be there. What will change is the company behind them. ExxonMobil is a new name for technology, efficiency and service.