The Empirical Research On Evaluation Of Brand Acquisition On Brand Attitude

Through proposed that three M & A case pointed out a difficult problem that the current Chinese Enterprise faces:more and more Chinese Enterprises are attempting to move toward the world market by the brand merger and acquisition, but actually does not have the enough theory to instruct its merger and acquisition strategy and the brand strategy choice and the operation.In the context, I have conducted an exploring research that Chinese low property brand merger and acquisition overseas high property brand. I chosed two kind of brand union strategy:brand endorsement and brand alliance. In this paper, I used mobile phone to make the test product, the experimental method is used and main study sample is from the students. Then I try to survey the attitude evaluation of consumers to different brand portfolio.Research conclusions show that:1,After merger and acquisition high property brand, the appraisal of consumer to low property brand is remarkable promotion.2,After the merger and acquisition, the consumer does not have the difference nearly regarding the low property brand's appraisal which kind of brand union strategy is adopted. This is because of consumer does not have the sensitivity after merger and acquisition brand combined strategy, but merely is interested to the merger and acquisition event and the merger and acquisition both sides'relative status. So I think that the consumers can only appraisal the M & A through simple addition of two brands which kind of brand union strategy is adopted. Therefore, when the enterprise decided takes road of the merger and acquisition, should place the key emphasis in work the merger and acquisition itself, but may have the big choice leeway to the concrete brand strategy.3,The article also give dual attention to the authority to be away from the control action which got up in the merger and acquisition:when the M & A is end, the high authority must obviously be higher than the members of different social classes who from the tendency members of different social classes the low authority is away from the tendency. This indicated that is away from the country in the high authority, the merger and acquisition is possibly easier to succeed.