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Basu, Kunal (2006) Merging Brands after Mergers. California Management Review, 48 (4). pp. 28-40.
Official URL: https://cmr.berkeley.edu/search/articleDetail.aspx...
Abstract
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.
| Item Type: | Article |
|---|---|
| Keywords: | Product management; Consolidation & merger of corporations; Management; Brand name products; Marketing strategy; Target marketing |
| Subject(s): | Corporate reputation |
| Centre: | Oxford University Centre for Corporate Reputation |
| Date Deposited: | 25 Feb 2012 20:46 |
| Last Modified: | 11 Oct 2018 10:46 |
| URI: | http://eureka.sbs.ox.ac.uk/id/eprint/1966 |
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