Planning a brand's assets post-merger

Shevack, Brett
May 1999
Advertising Age;5/10/1999, Vol. 70 Issue 10, p40
Trade Publication
This article discusses factors that merged companies need to consider when making critical brand decisions such as combining their brands to form a new entity. In an era of consolidation, where more and more well-known companies lose their individual identities, the issue will have to be dealt with intelligently. Companies that get married would be well advised to look through non-partisan eyes when making critical brand decisions. This article shows two examples of how merged companies can make the right marketing decision regardless of whose name was first on the letterhead.


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