Merging Brands after Mergers
研究了企业合并后如何成功融合品牌，提出了一个关于企业和产品品牌战略以及品牌身份创建的框架，强调品牌组合架构与战略和身份对齐是关键。
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.