Business Intelligence

Brand Strategies For B-To-B Mergers And Acquisitions

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Executive Summary

In good times and bad, it seems as though mergers and acquisitions are always in season. And for the business-to-business marketer, there is nothing quite like a merger or acquisition for bringing brand strategy decisions and implementation issues to the front burner. Each merger/acquisition is different and unique. But for the B-to-B marketer responsible for brand strategy, there is a solid approach that can help maximize the potential of business decisions. In many cases, a business or management decision has already been made as to whether to bring the acquired company into the parent brand or maintain a separate brand.

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