Merging Brands after Mergers

This article explores the challenge of merging brands successfully following corporate mergers. It develops a framework for corporate and product branding strategies, as well as for creating the appropriate brand identity among the merged firm's target consumers. A critical key to successful br...

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Veröffentlicht in:	California management review 2006-07, Vol.48 (4), p.28-40
1. Verfasser:	Basu, Kunal
Format:	Artikel
Sprache:	eng
Schlagworte:	Acquisitions & mergers Advertising Architecture Brand identification Brand image Branding Brands Business management Business structures Business studies Consolidation and mergers Consumer goods industries Corporate branding Corporate image Corporations Customers Decision-making Economic concentration Manycompanies Market strategy Marketing Mergers Private brands Product branding Product management Product markets Strategic planning Strategy and Organization Studies Umbrellas
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Beschreibung
Zusammenfassung:	This article explores the challenge of merging brands successfully following corporate mergers. It develops a framework for corporate and product branding strategies, as well as for creating the appropriate brand identity among the merged firm's target consumers. A critical key to successful brand mergers is to align the architecture of the merged brand portfolio to brand strategy and identity.
ISSN:	0008-1256 2162-8564
DOI:	10.2307/41166359