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S/M/620. Dissertation. The impact of corporate branding on brand equity after mergers and acquisitions in the British Market

WORDS:
14100
DATE:
2011
PRICE:
149.99 GBP

This dissertation looks at the impact of corporate branding on branding after the advent of mergers and acquisitions (M&A). The objectives are to analyze to what extent the brand equity of the lead firm and the target firm are affected by M&As respectively from the consumer perspective, to analyze to what extent the different brand name redeployment strategies affect brand equity from the consumer perspective, and to examine brand associations in terms of the different brand name redeployment strategies. The review of literature discusses a range of topics like corporate rebranding, brand equity, rebranding in an M&A context, and brand name redeployment strategies. The methodology is provided in detail, and the study uses pre tests and questionnaires to gather data. The study then evaluates all of the results found.

 

KEYWORDS: Dissertation, corporate branding, mergers, acquisitions, M&A, consumer perspective, brand name redeployment strategies, brand equity!,

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