Merging Brands after Mergers

Basu, Kunal (2006) Merging Brands after Mergers. California Management Review, 48 (4). pp. 28-40.

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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
Faculty of Marketing
Date Deposited: 25 Feb 2012 20:46
Last Modified: 23 Oct 2015 14:06
URI: http://eureka.sbs.ox.ac.uk/id/eprint/1966

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