Which
Brand Wins? The Challenge of Corporate Mergers.
Plehn Perspective:
Often faced
today, the challenge of critical branding decisions is to
understand the strength of the legacy brands and prepare
for the goals for the newly formed organization. Consider
the effect of changing the brand on clients. Evaluation of
all of the stakeholders’ interests and the potential
outcomes of transitioning brands is key.
Cases:
· Corporate merger of 3 prominent Wall Street firms requiring a re-branding
to appeal to current and new
retail, institutional and high net-worth clients.
· Translation of a 100+ year old brand to the internet. Introduction,
execution and participation plan for
thousands of internet merchants.
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