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Management article
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Reference no. CMR344
Authors: Kunal Basu
Published by: University of California, Berkeley
Published in: "California Management Review", 2006

Abstract

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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Abstract

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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