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10. Brand Mergers and Acquisitions

  • 2021
  • OriginalPaper
  • Chapter
Published in:
Author
Emmanuel Mogaji
Published in
Brand Management
Publisher
Springer International Publishing

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Abstract

Brand mergers and acquisitions are strategic decisions that can significantly impact a company's market position and growth. This chapter delves into the motivations behind these decisions, such as complementing existing strengths, entering new markets, or eliminating competitors. It also discusses the challenges faced by both acquiring and acquired brands, including regulatory hurdles, brand damage, and stakeholder resistance. The chapter explores the brand management implications of mergers and acquisitions, emphasizing the importance of effective communication, brand integration, and strategic leadership. It also provides insights into the different naming structures and branding strategies post-merger or acquisition. By highlighting case studies and practical considerations, this chapter offers valuable guidance for professionals navigating the complex landscape of brand mergers and acquisitions.
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previous chapter Brand Extension
next chapter Brand Architecture
Title
Brand Mergers and Acquisitions
Author
Emmanuel Mogaji
Copyright Year
2021
Publisher
Springer International Publishing
Book
Brand Management

Print ISBN: 978-3-030-66118-2

Electronic ISBN: 978-3-030-66119-9

Copyright Year: 2021

DOI
https://doi.org/10.1007/978-3-030-66119-9_10
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