Published by:
University of California, Berkeley
Length: 14 pages
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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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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.