Rebranding after Mergers and Acquisitions : The effect of product brand in corporate brand architecture
Background: Recent years, M&As have increased sharply. Brand as one of the most precious assets has unavoidably been taken into consideration in these deals. Company can gain great benefit when handle acquired brand properly. Responding to rebranding issue, a clear designed rebranding strate...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Linköpings universitet, Företagsekonomi
2011
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-71162 |