Papers by Eneus Trindade Barreto Filho Trindade Barreto Filho
In the context of a merger or an acquisition, the management of corporate identity -in particular... more In the context of a merger or an acquisition, the management of corporate identity -in particular of corporate brand names and logos -assumes a critical role. The purpose of this article is to provide a better understanding of the corporate brand redeployment decision, considering the reactions of one important stakeholder group -consumers. This study develops a typology of the various corporate identity structures that could be assumed in the context of a brand merger, and analyses how consumers ' attitudes towards the corporate brands infl uences their preferences regarding the different branding strategies. Results suggest that the preference for a monolithic redeployment strategy, suggested in previous studies, is only clearly supported when one of the partners in the merger is a weak partner. When the merger involves two familiar brands, there is a tendency among consumers
The article begins with a juridical defi nition of the brand, because this strongly infl uenced t... more The article begins with a juridical defi nition of the brand, because this strongly infl uenced the original inclusion of branding in the conceptual structure of marketing.
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Papers by Eneus Trindade Barreto Filho Trindade Barreto Filho