"Corporate image and identity during an alteration process – Case: OKO becomes Pohjola The purpose of this thesis is to discover personnel’s beliefs in a corporate image and identity during and after an alteration process. The nature of this study is to be a descriptive survey and to answer questions such as how, why and what. The research method applied is a qualitative interview which is based on a timeline of specified themes. Two interviews were accomplished in the study. The theoretical section of the thesis is gathered from a formation of corporate image and identity, corporate merger and an alteration process. The thesis outlines Pohjola Insurance Ltd’s and Pohjola Bank Plc’s personnel’s beliefs. The temporal line is from September 2005 to this date. The alteration process examined consisted of a fusion between two companies which resulted in a new joint venture. In the case OP-Pohjola Group achieved a long-standing ambition to join together with Finland's second largest non-life insurer, Pohjola Group plc. Consequently, the OP-Pohjola Group is now the leading finance group in Finland. Distinct in the case study is the introduction of a new name and logo which concluded the two-year integration. OKO Bank's name transformation to Pohjola Bank is based on the Group's new corporate structure and the need to bring all services under a single, strong brand. The results of this research are that the fusion awakened insecurity and fear about continuance of employment in Pohjola Insurance Ltd which was the target of the acquisition, although strong resistance was not observed. These two companies have a similar history, age, culture and operational habits which might have some impact on the result. These companies have also the same value foundation, Finnish background, reliability and security which can be considered a foundation to this joint venture and to the whole integration process. The importance of the Finnish background also became apparent in the interviews. Based on the research public relations have critical status in the origin of company image. Both of the interviewed persons told that the style of public relations was positive and as a result of this their own images and beliefs followed the same pattern. The merger was experienced as a new beginning and it created an image of a successful OP-Pohjola Group. The two-year integration process was experienced as an interval period when the merger did not externalise at all in the daily routines. Personnel were informed well of the approaching new name, corporate image and other concrete changes. Despite this the new name and logo provoked discussion among the personnel. The corporate name and logo are considered an important part of the company’s identity and when they transform in to something new it causes confusion, disbelief and even a shock. Research also showed that although mergers take place and corporate characters change, the experience of a company identity is not easily changed or changed at all." - Selaus asiasanan mukaan Opinnäytetyöt (Avoin kokoelma)