摘要
成功的品牌整合,需要并购前就对双方进行系统的品牌考察,内容涵盖了并购的战略目标确定、品牌结构规划、企业文化扫描和品牌本身的评估等方面。在此基础上,企业可以选择以下五种品牌整合策略:采用并购方品牌、被并购方品牌、联合品牌、双品牌和新创品牌。
In order to be successful, it is necessary for the enterprise to keep an eye on brand before Merger and Acquisition （M＆A）. It means that the acquiring enterprise should determine the strategy goal of M＆A, program the brand structure, scan both corporate cultures and evaluate both brands before the deal. Generally speaking, there are five brand reorganization strategies including adopting the brand of acquiring enterprise, the brand of acquired enterprise, co - brand, two brands and new brand. The enterprise can chose one of them as its tactic.
出处
《经济问题》
CSSCI
北大核心
2007年第12期63-65,共3页
On Economic Problems
关键词
并购
品牌整合
企业文化
merger and acquisition
brand reorganization
corporate culture
