Merging Brands after Mergers

by Kunal Basu


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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.

California Management Review

Berkeley-Haas's Premier Management Journal

Published at Berkeley Haas for more than sixty years, California Management Review seeks to share knowledge that challenges convention and shows a better way of doing business.

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