Zapping Brand Heritage

Schultz, Don E.
November 2001
Marketing Management;Nov/Dec2001, Vol. 10 Issue 4, p8
Discusses considerations in brand and branding when companies or businesses merge. Decision making regarding the surviving brand; Questions about brands and branding with regard to the merger and acquisition mania as of 2001; How organizations involved in mergers and acquisitions deal with branding of the combined products.


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