Estratégias de marcas em aquisições internacionais

• Main Authors: Felipe Mendes Borini, Karen Perrotta Lopes
• Format: Article
• Language: Portuguese
• Published: Universidade Federal de Santa Catarina 2004-01-01
• Series: Revista de Ciências da Administração : RCA
• Subjects: Corporações multinacionais; Aquisições internacionais; Estratégia de marcas
• Online Access: https://periodicos.ufsc.br/index.php/adm/article/view/4812

The aim of this article is to identify the way multinational corporations that operate worldwide construct and manage their brand names when they adopt the acquisitions as a strategy of growth. Two case studies were carried out in Brazilian subsidiaries. Corporations with the strategy of umbrella-like brand names go through a greater diversification both in the basic brand-name strategies and in the type of brand name. The companies with a basic multiple brand name strategy tend to maintain the basic strategy and extend the brand name with its global name or adapt the global brand names to local names.