Nursery World - Image conscious

Is it possible for a large nursery chain to unify its image and yet keep its local integrity? Lindsay Clark looks at the challenges of presenting a united brand .In September, one of the UK's largest nursery chains announced a decision to change its name. Nurseryworks and Kinderquest in England and Red Apple in Scotland are now grouped together under the umbrella of Bright Horizons Family Solutions Europe, the US company that took over the three chains in recent years.

.In September, one of the UK's largest nursery chains announced a decision to change its name. Nurseryworks and Kinderquest in England and Red Apple in Scotland are now grouped together under the umbrella of Bright Horizons Family Solutions Europe, the US company that took over the three chains in recent years.

Rebranding decisions like this are now familiar in today's business world.

Last month, Abbey National rebranded as Abbey in an attempt to get a new image and gain business in consumer banking. Such a move will cost the company millions but it could be essential to future growth. With mergers becoming common among nursery chains, they face the similar challenges of presenting a united brand without diminishing the role of a local nursery in the community.

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