Rebranding after Mergers and Acquisitions : The effect of product brand in corporate brand architecture

• Main Authors: Wan, Ling, Zeng, Long
• Format: Others
• Language: English
• Published: Linköpings universitet, Företagsekonomi 2011
• Subjects: Brand; Rebranding; Product Brand; Corporate Brand; The Brand Relationship Spectrum; Brand Architecture; Dynamic Brand Architecture
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-71162

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 strategy is considered a solution to deal with it, and brand architecture can be a useful tool to help adjusting the relationship between acquiring and acquired brand.  Aim: The purpose of this research is to explore how firms can strengthen its corporate brand after acquired a strong product brand through proper rebranding strategy and well designed brand architecture. Definitions: Brand: a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. Rebranding: the creation of a new name, term, symbol, design or a combination of them for an established brand with the intention of developing a differentiated (new) position in the mind of stake holders and competitors. Brand architecture: the relationship among and between corporate, company (subsidiary), and product brands. Such relationships embrace products and services, or a mixture of the two across the hierarchy of brands. Results: There are possible options that companies can strength its corporate brand by acquired product brand, when company take brand integration strategy. Moreover, choosing suitable brand architecture during brand integration process is very important for a company