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Merging Brands after Mergers
Basu, Kunal
48/4  (Summer 2006): 28-40

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.

 

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