Pitfalls: Merging two brands into one

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  • #36406

    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.

    #39201
    Anandan Rajagopalan
    Participant

    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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