This study represents an analysis of theoretical frameworks around brand integration strategies after mergers and acquisitions. The theoretical part of the paper is dedicated to the importance of brand equity, motives and advantages of brand acqui-sition and defines possible frameworks for brand integration strategies. A case study has been conducted on the application of the possible brand integration strategies based on an in-depth interview and thorough analysis of the outcomes of a specific acquisition in the domestic appliances industry
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:194156 |
| Date | January 2014 |
| Creators | Simonova, Olga |
| Contributors | Lhotáková, Markéta, Král, Petr |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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