Brand And Its Management In M&A

The brand M&A to become the shortcut that the multinational company expands an international market, the increment market quota, the exaltation oneself competition ability gradually, but the brand M&A is like an iceberg, the afterward continuous management and the integration process are more complicated and have risk. It is very important for a company which develops oneself by the brand M&A, the company have to manage the brand and handles the relation of the brands appropriately.After the development of earlier period brand established theories and modern brand established theories of west, the brand principle got to turn further and deeply, especially brand established theories according to the customer value and the brand establishes theories according to identifying brand, which provided an relative integrity of frame for the brand establishment. It also provided enrich theories contents for brand property formation model of this paper, and provided solid thinking foundation about how to managing the brand after the brand M&A and processing the relations of many brands.The brand M&A is aim to the market and the resources, but processing method for brand is probably totally different if the concrete motive are dissimilarity. The There are many problems for a company to M& A new brands, the for example, the brand' the s fixed position is different from the enterprise' the s fixed position, the Developing the new brand the will scatter enterprise' the s original the resources probably, even if conflict with develop strategy of an enterprise over a long period of time. The history of the brand M&A has proved that there are a lot of brands run off during the period of M&A.Writer divides the problem about the brand M&A into two major type: The single brand M&A and many brands M&A, which is also the textual main contents. The key problems of the single brand M&A include the re-name of the company brand, the brand integration method and brand extension;The key problems of many brands M&A include the problem of strategic choice of brand, how to have many brands to carry on simplify...