Corporate brand management

Florian Bauer

Chapter 30 in Elgar Encyclopedia of Mergers and Acquisitions, 2026, pp 80-81 from Edward Elgar Publishing

Abstract: This chapter discusses corporate brand management as a strategic asset in mergers and acquisitions. It outlines four branding strategies: retaining original brands, hybridizing, deleting one brand, or recreating a new one. The chapter explores the risks, costs, and benefits of branding decisions, emphasizing stakeholder perceptions, human integration, and synergy realization. It highlights how branding strategies can influence post-merger outcomes and balance continuity with transformation.

Keywords: Corporate brands; Branding decisions; Brand integration strategies; Strategic assets; Stakeholder (search for similar items in EconPapers)
Date: 2026
ISBN: 9781800880856
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