The Acquired Corporate Brand
- Topics:
- Brand Management,
- Brand Strategy
- Tags:
- Brand,
- Branding,
- Marketing,
- Pharmaceutical Company
- Source:
- Prophet
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Overview: When a pharmaceutical company is acquired, a key decision is made as to whether or not the corporate brand should be discarded or retained. This decision of how to use the acquired corporate brand has an internal and external dimension. An acquired corporate brand can enhance offerings by being an endorser of therapies or specific products and, in that role, can be a powerful force to build credibility and confidence in a pharmaceutical company's portfolio. The paper outlines that with the resurgence of mergers in the pharmaceutical industry, companies need to consider the importance of the acquired brands when determining whether and how to integrate the two organizations.
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Format: PDF | Size: 54KB | Date: Dec 2004 | Pages: 2
