| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 102 === The purpose of this case study was to investigate how an integrated marketing communications brand activation project works when a case company acquires another company. The case company has carried out its business through multiple channels such as banks, VIP wealth management, group insurance and insurance agents, and is proud of its long established low-profile, and its stable and conservative manner of doing business. The company was predicted to survive well through the economic tsunami. In addition, the company assets increased tremendously during the economic hibernation. When the case company acquired the foreign brand Brighton Company, however, the number of employees was increased 10 times. They also had to incorporate individual sales agents into their business channel, which was a new situation for the case company. Most importantly, Brighton Company had to move their business from a very well-known company to a company which was almost unknown in the consumer market. This occurred at the same time the IMC project manager Ally joined the case company. Her main role was to amalgamate the two companies’ resources while helping to promote the right IMC project.
Another aim of this study is to find out the difficulties and dilemmas that faced Ally from an Integrated Marketing Communications’ point of view, while linking these real-world problems to theory in business practice. The descriptive method of this study undertakes the Harvard Case Study methodology which starts with the two companies’ culture conflict issues after mergers and acquisitions, how the way of doing brand management changed after discussions of brand activation IMC projects, and other related issues such as brand revision and activation. The results of the study can provide many concepts for IMC participators and for entrepreneurs who are also facing the issues of brand aging, and for businesses which have merged with and acquired other brands. It is a vibrant case study which can be a good resource for academic studies, especially for those who are learning notions of integrated marketing communications and brand activation.
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