Published by:
Harvard Business Publishing
Length: 2 pages
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https://casecent.re/p/103424
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Abstract
Having studied the relationship between how newly merged companies brand themselves and their subsequent stock performance, the authors find that a ‘fusion’ branding strategy-one that combines elements of the two companies' names and logos-leads to superior financial returns three years out. The reason, they believe, is that this approach sends reassuring signals to employees, customers, and ultimately investors.
About
Abstract
Having studied the relationship between how newly merged companies brand themselves and their subsequent stock performance, the authors find that a ‘fusion’ branding strategy-one that combines elements of the two companies' names and logos-leads to superior financial returns three years out. The reason, they believe, is that this approach sends reassuring signals to employees, customers, and ultimately investors.