Pitfalls: Merging two brands into one

This topic contains 1 reply, has 2 voices, and was last updated by  Anandan Rajagopalan 1 month ago.

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  • #123558

    When one company owns more than one brand, sometimes they decide to join those for cost/revenue/eg. reasons. What are specific hurdles or obstacles one has to consider when deciding for this route?
    eg. rivaling departments, end-consumer not understanding the move, etc.


    Anandan Rajagopalan

    For me if the buyer has no strong financial profile, which increases risk and reduces strategic flexibility, including the inability to selectively participate in smart, synergies-focused consolidation;

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