Investigates problems merging brands successfully after corporate mergers. He develops a framework for corporate and product branding strategies, and to create the appropriate brand among target consumers combined firm. The critical key to successful mergers brand to align architecture combined portfolio of brands in the brand strategy and identity. "Hide
by Kunal Basu Source: California Management Review 14 pages. Publication Date: Aug 01, 2006. Prod. #: CMR344-PDF-ENG
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